The speed, the adrenaline rush… Thanks to innovation in denim, the biker dream of experiencing the roar of a full-throttle engine wearing a cool-looking pair of jeans is now possible.

A London-based centre for refinishing, education and collaboration, LaundRe is opening its doors in Canning Town.

Innovative fibres and processes that address environmental and social concerns could make up 8% of the fashion industry’s materials, or around 13 million tonnes, by 2030, up from 1% today, according to a report by Fashion for Good and Boston Consulting Group. Bringing these new solutions to market is proving to be slow. What is needed to unlock demand?