First capsule from SFI showcases ‘360 capabilities’
11/05/2021
The Denim Daydream collection highlights key silhouettes, AM fabrics and new washes and was developed by SFI’s team to highlight its new “360 degree development capabilities”.
SFI said: “We designed this capsule to be a classic denim wardrobe and included timeless silhouettes and washes that, like many good things, will only get better with age.”
The “360 offering” includes digital 3D design, product development, trend forecasting, fabric development, garment construction and wash development. Although SFI doesn’t provide cut and sew, it has relationships with local garment factories or can arrange for jeans to be made at AM in Pakistan.
Denim Daydream designs include a 70s-style jacket made from 100% industrial waste cotton denim; an 80s black denim jacket made with 99% organic cotton and 1% Roica biodegradable elastane; a high rise slim jean in a cotton-Tencel-EcoMade blend; and a comfort-stretch selvedge denim using 5% post-consumer waste cotton.
Murtaza Ahmed, executive director of Artistic Milliners, said at the time of the purchase that it would give a “strategic foothold in the US”.Share this story:
