HMS creates lighter stone and partners Mud to enlighten consumers
17/10/2023
The Turkish company uses upcycled pumice dust bound by a ZDHC-certified (Zero Discharge of Hazardous Chemicals) organic binder for its stones. The result is a 50 times more durable, hydrophobic stone that lasts up to 100 washes, according to the company, and eliminates the sludge byproduct associated with pumice.
“One of our most sought-after services is the customisation of our HMS,” Beyza Baykan, managing director at Baytech, tells Inside Denim. “We deal with the compatibility of our stones with our customers’ specific fabrics so they don’t have to. Ever since the start, we have created different sizes, shapes and colours to adjust to our customers’ needs.”
However, the increase in recycled fabrics and blends meant they wanted to offer a dedicated product tailored to more delicate material. HMS Light is a lower-density version of HMS Original, launched after a year of research and development. “This product works wonders on sensitive/recycled/thinner fabrics. While Original is better and more effective for rigid, thicker garments, we have seen HMS Light perform better and faster when used on thinner ones,” adds Ms Beykan.
Mud Jeans is the latest to switch to HMS Stone for its washing, after it was introduced through its supplier Yousstex International, a Tunisia-based manufacturer. The two companies discovered “shared values of transparency, circularity and innovation” and plan to launch a joint marketing campaign this autumn.
Mud describes itself as a “circular denim brand”, incorporating up to 40% recycled cotton in its styles and setting up a leasing model. It has been a B Corp since 2015 and aims to “change the polluting fashion industry with fair factories and circular production”.
A spokesperson for Mud explained the campaign will run over its social media channels, in a dedicated newsletter and other press. “We have to be very careful as, for the end consumer, washing is something they do to clean their jeans – we will have to explain what it means in the industrial sense,” she said. “But overall, it is important to share all the details in creating jeans; improving them to create a better planet.”
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