The denim industry is facing increasing demand to innovate and respond to pressure to reduce its environmental footprint and become more sustainable. One of the most influential events in the industry, this year’s Hong Kong Denim Festival, ran from February to March and provided the opportunity for the TENCEL™ brand to educate and inspire attendees. Themed “Denim Tomorrow,” a series of exhibitions, workshops and forums took place at Hong Kong’s PMQ event space and online, to display innovative materials and bring together established denim producers with the next generation of industry designers and creators.

The fair kicked off on February 19, with a live-streamed opening ceremony and the introduction of the “Denim Tomorrow” exhibit. Showcasing the innovative materials from twelve companies, a delighted crowd of local Hong Kong denim designers and artists were also able to display their own creative efforts. For the first week, the display included TENCEL™ branded fibers alongside brands and fabric mills such as Advance Denim, Levi Strauss, and Panther Denim to name a few.

In a forum to discuss innovations in denim, Lenzing’s Tricia Carey, Director Global Business Development - Denim, was among the speakers, delivering a speech on “The modern definition of denim”, sharing her industry experience and insight on the latest trends. Tricia was joined by other experts in the denim field such as Genius Group founder, Adriano Goldschmied, Jordi Juaní Moragas from Jeanologia and Silvia Rancani, the Denim Window founder.

The festival continued in March with “Downtown Denim” held at Sham Shui Po, which boasted an abundance of shopping, workshops, and exhibitions for all to enjoy. Visitors had the opportunity to pick up a mesh bag made with TENCEL™ branded modal fibers by attending the organizer’s online quiz or by answer a questionnaire. With Hong Kong’s long denim history, the festival was a chance for industry professionals, new talent, and consumers to unite and learn more about how to reduce their environmental impact for a sustainable future.