Managing director Matteo Urbini says the “revolutionary” technology could “rewrite” the whitening, fading and bleaching process for denim.

Lumia is based on a single product and there is no need for acids – which could weaken the fabric – or boosters. While the exact details have not been disclosed, Soko says it is easy to apply, offers flexibility and is better for both the environment and workers.

Mr Urbini said: “Faded effects are attractive and fashionable, but the way to achieve it is no longer compatible with the emerging approach to a more sustainable denim industry. For decades, these effects have been obtained by using potassium permanganate, a strong oxidising agent, which could be harmful to operators and the environment.

“We have gone for a totally different approach, we threw away all previous concepts and we looked at the project from a different angle, because real innovations only come if you change the rules of the game and your mentality.”

Lumia is applied after the wash stage, either locally or sprayed in a machine, and is activated by ozone on the dry garment. Garments treated with Lumia can also be dried and activated later, with no time or moisture limitations, which makes the process more flexible, added Mr Urbini.

“This is a game-changer,” he said. “Many brands have been asking their contractors not to use potassium permanganate, putting various productions into difficult situations for the lack of valid alternatives, but now the solution is Lumia.

“Brands care about their reputations and they no longer want the fashion industry to be considered one of the most polluting. For some time, they have been creating a roadmap banning all chemicals considered dangerous. Lumia goes exactly in this direction.”

Lumia is compatible with existing machinery and is GOTS, Oeko-Tex and ZDHC certified.