The technology manufacturer Jeanologia reduces denim’s environmental impact through innovative practices that cut water consumption and chemical usage
Denim is more than just fabric: it’s a symbol of rebellion, freedom, and timeless style. Yet behind every pair of jeans lies a massive environmental and ethical cost.
Originally designed as workwear in the late 19th century, jeans became a cultural icon in the 1950s thanks to figures like James Dean and Marlon Brando, embodying youthful rebellion and casual fashion. In the 1970s and 80s, brands like Levi’s and Calvin Klein elevated denim to a high-fashion staple, cementing its status as a wardrobe essential for every generation.
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However, the production of this statement garment has long been associated with significant environmental issues, including excessive water use, toxic chemicals, and poor working conditions. But what if tradition and innovation could come together to create jeans without harming the planet?
Founded in 1994 by Jose Vidal and his nephew Enrique Silla, the Spanish technology manufacturer Jeanologia has transformed the denim industry by providing textile solutions and developing new operational models with a clear mission: to create ethical, sustainable, and eco-efficient fabrics.
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Denim production is known for its significant environmental impact, with 30% of the world’s jeans being made through highly resource-intensive processes. The saying “Less is more” is taking on new meaning in sustainable fashion, where using less water, fewer chemicals, and generating less waste can significantly reduce environmental damage and increase collective awareness.
“Today, we lead the transformation of the textile industry with our disruptive technologies: laser, ozone, e-Flow, SmartBoxes, and H2 Zero. These technologies enhance productivity, reduce water and energy consumption, and eliminate harmful emissions and discharge, guaranteeing zero pollution,” a representative from Jeanologia shared at Istituto Marangoni Milano, explaining how innovation can make fashion more responsible without sacrificing style.
Reports indicate that we live in an era where sustainability is no longer optional; it has become a necessity. Jeanologia has embraced this philosophy by launching the #MissionZero project, which aims to produce denim with zero emissions. “It means eliminating 100% of jeans waste, from fabric to final garment, and minimising the use of water and chemicals to a near-zero target,” they stated. “It is well known that the textile industry is responsible for 20% of global water pollution and contributes to 10% of CO₂ emissions. Furthermore, 15% of textile production goes unused, ultimately ending up in landfills or being incinerated. Jeans, being one of the most popular garments, have a significant environmental impact throughout their production. That highlights the need for all stakeholders to work together to transform denim manufacturing processes.”
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Traditionally, making a single pair of jeans requires multiple steps, including manual abrasion, chemical washes, and dye treatments. Jeanologia is changing this trend with ground-breaking technologies that redefine how jeans are made. The company has streamlined the process, reducing the number of steps from 90 to just 15. Laser technology has entirely replaced manual scraping, using lasers to burn the denim’s surface and achieve the desired effect. Additionally, G2 Ozone technology has replaced traditional stone washing, using gas-based systems to create vintage washes while minimising water consumption.
Another key innovation is digitalisation. Jeanologia’s eDesigner “connects laser designers with wash developers, as well as brands with manufacturers. This software simplifies the design process, digitalises collections, and standardises the use of laser technology in the production process.” For example, with eDesigner , brands can create any desired effect virtually, which eliminates the need for physical samples. In Asia alone, 40,000 prototypes are produced each year just for design previews. Through virtualisation, this waste is drastically reduced.
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The technology manufacturer Jeanologia is redefining the future of denim, proving that using fewer resources, generating less waste, and embracing innovation can contribute to a more sustainable fashion industry. With cutting-edge technology and a strong commitment to environmental responsibility, the company stands as a leader in the transition toward ethical and eco-efficient production.
Rebecca De Santis and Giulia Izzo
Master in Fashion Promotion, Communication & Digital Media, Milano