Towards a green jean

A survivor of numerous fashion fads over the years, and despite heavy competition, the humble denim is here to stay.

Eighty-four exhibitors from 19 countries gathered at Denim PremiereVision
in Paris, an event that represents the sector internationally.

R-Evolution was the theme to showcase new areas in fashion inspiration, innovation and technology, to help create green jeans of tomorrow.

As one of the main players in the African textile industry, Morocco had a significant presence in this year’s show.

Thirteen percent of the exhibitors were from top Moroccan jean firms selected by Moroccan export center, “Maroc Export”. Accessory makers, manufacturers, launderers and finishers took part, led by the collaborative Moroccan Denim Cluster.

Serge Chouchana, president, Moroccan Denim Cluster:
“MDC has two goals: first, to help Moroccan denim to be more present in the international market, where it is not present today; and secondly, to think about solutions. We have created a cell of innovation and development to make this industry less polluting and cleaner.”

Incorporating fresh textile strategies, Moroccan jeans producers are embracing technology.

The New Wash Group created “Koala”, a line of fashionable jeans, using inventive means. Environmental responsibility is a priority, while sustainable jeans are the goal.

Zakaria Ghattas, marketing executive, New Wash Group:
“We presented in this show a collection that respects humans and nature, a collection that uses an ecological washing procedure and technology, it’s an eco-friendly innovation.”

Jean fabrication is a very polluting industry.

To raise awareness of the importance of producing clean denim, the AMDI (Moroccan Agency for the Development of Investments), in collaboration with French designer François Girbaud, launched “Cleaning the Planet”, a collection that proposes 100% Moroccan solutions to denim brands.

It focuses on an ecological path by recycling denim and using laser technology.

Marithe Girbaud, president, Made Lane:
“I think that Morocco became aware that it was necessary to do something, and with the opportunity of COP 22, we started this project. This is a story of meeting Morocco, and in addition, they were the first to listen and have interest in this project , especially when we presented many things with laser machines – they acted immediately.”

Roland Beaumanoir, president, Groupe Beaumanoir:
“We have been working with Morocco since 1995, because Morocco has an approach to progress that seems very interesting to us, from its technological progress and, equally, fast delivery in a short time span.

The textile industry represents nearly seven percent of the Moroccan GDP. In 2016, textile exportation reached over 3 billion euros.

Morocco’s fashion-forward goal for 2025 is to have a denim sector that is 100% sustainable.