Haelixa becomes Denim Deal member
Swiss traceability technology developer Haelixa is the latest signatory of the Denim Deal, a cross-industry partnership based in the Netherlands, after receiving approval from its steering committee.
Haelixa uses DNA-based markers it initially intended for precious gems, but has been applying to textiles since 2018. Its membership of the Denim Deal, now 50-plus companies strong, follows acknowledgement of its role in a closed-loop denim supply chain, according to the project’s coordinator, Roosmarie Ruigrok, who painted a picture of a circular textiles industry that functions “like a well-prepared machine” to “not only drive efficiency and profitability, but also build trust among stakeholders and foster sustainable practices”.
Ms Ruigrok praised Haelixa's technology for what she called its trustworthiness.
Crucially, Denim Deal signatories pledge to together produce 3 million pairs of jeans containing at least 20% post-consumer recycled (PCR) cotton, as well as work towards designing 5% PCR fibres into all future denim ranges. Haelixa’s ability to support its partners in verifying their recycled content claims is therefore significant.
“We are committed to promoting the use of recycled fibres through traceability and are thrilled to align with this group,” commented marketing director at Haelixa, Holly Berger. “The goals of the Denim Deal support our vision for a circular economy.”
Image: Haelixa.
