We did a large number of experiments and in the end there was one combination that stood out: blue denim combined with a bio-based polymer. The fibres in the well-known indigo colour were immediately recognisable in the material which made me realise that the look and feel of this particular composition would tell the story of sustainability by itself. No extensive explanation is required. Denim is widely available and recognisable, plus appreciated in almost all market segments. This does not mean we do not consider other textiles when required.

What types of products can be made from your materials?

This might be the biggest challenge as almost any product can be made from upcycled denim. Over the last few years we have designed and made lifestyle products like chairs, lampshades, cases, placement mats, fashion accessories like bags and bracelets, plus specialised products like acoustic panels, and there's much more to come.

We expanded the possibilities of reappropriating discarded textiles into various matter and shapes through extrusion or injection moulding. The understanding and application of the techniques required I call our Reverse Sustainable Engineering approach.

DenimX and its partners can produce secondary materials, made from denim waste. How could a brand/retailer use these for their products?

It can be done in many ways: we could provide the base materials to companies and help them to process it in the right way. Or we can deliver semi or fully finished product that they can resell or use as an incentive or relational gift. We work with a select group of production partners, competent in processing our materials correctly. For now, these companies are based in Europe but our ambition is to have a DenimX production partner on every continent.

Is there a way for mills to get involved by supplying waste?

For now, we do not have issues sourcing denim waste in and around Europe to make new composites. With the millions of jeans imported annually there will be sufficient material available for the foreseeable future. However, if denim mills want to join our quest for a more sustainable, more beautiful planet they are more than welcome to start a discussion with us on how to process their waste in a smart and sophisticated way locally or regionally.

Companies and consumers are growing increasingly aware of the need to address the problem of waste. Have you noticed an increase since you started your research? Where do you see this going?

The growing awareness of the problem we create with overproduction, overconsumption and fast fashion is a big advantage for our concept. To be honest, when I started the development of our material and business approach, I was maybe five years too early for companies to pick up the idea. I remember the time I visited [furniture fair] Salone di Mobile in Milan and spoke to a design director of a large furniture company. He considered our material as being ’not rich enough’ for their high-end applications. From their point of view at that time, this made sense since they were accustomed to leather, wood veneer and exclusive upholstery textiles.

Over the last three to four years, this approach has most certainly changed. Consumers and manufacturers are increasingly looking for products and materials with a story that communicates its purpose. It is allowed, appreciated and sometimes even necessary that materials and finishes are NOT perfect but show characteristics that belong to sustainable processes.

Logistics in recycling become more and more sophisticated and tend to be more profitable once you can sort waste streams on a higher quality level. Technologies have become more advanced and will evolve further over the coming years.

What are your plans for the company?

The ambition of DenimX is to become the first lifestyle brand that offers a design collection of products in various markets and segments with one explicit denominator: they're all made from upcycled denim. This concept will also become available for consumers on each continent where my dream is that we prevent products being shipped all around the world but we make use of local resources to decrease our carbon footprint and amount of waste, and work on a better future for us all. That’s why DenimX uses the slogan ‘Brighten our future’.

Marc Meijers is the founder and CEO of Netherlands based design agency MMD and DenimX