Soko and Columbia/M&J showcase Fluid Luxe collection
10/10/2025
The ‘Fluid Luxe – Crafted in a Bubble of Gel’ collection will be displayed at the booths of both companies during the event. The advanced finishing solution not only reduces water usage but also protects jeans throughout the washing process. The collection focuses on highlighting a luxurious feel while retaining deeply authentic aesthetics.
Hydrogel works by converting water into a viscous gel, which Luca Braschi, Soko’s technology and marketing lead, said changes the way fabrics and chemical agents interact during washing. It prevents garment damage, such as tearing and tangling, and creates a protective layer that reduces exposure to aggressive chemicals such as bleach. Finally it, preserves the integrity of stretch fabrics, ensuring greater durability compared to traditional washing methods.
Hydrogel is also an all-in-one solution that combines all ingredients needed for a full washing cycle, going from raw to very light shades. Traditional laundry processes can require up to seven separate washes, and this is where Hydrogel offers high water savings. “Hydrogel radically reduces water consumption by enabling several operations to be conducted in a same bath,” said Mr Braschi.
He added that both Soko and Columbia/M&J share a same commitment to innovation and sustainability, striving to advance low-impact processes without compromising aesthetics and quality.
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