SHEIN is shaking up the denim world with a new approach that is both eco-friendly and fashionable. Traditionally, denim production uses water to dye and achieve the desired ‘aged’ look. However, SHEIN has teamed up with NTX® to implement Cool Transfer Printing, a revolutionary method that eliminates the water-intensive process altogether.

This innovative technology uses a digital printer to instantly reproduce the effect of denim washing. Imagine getting a vintage feel without wasting a single drop of water! Bureau Veritas independently verified this impressive performance in October 2023 and confirmed a 70.5% reduction in water consumption compared to traditional methods.

But the benefits don’t stop there. Cool Transfer Printing allows designers to unleash their creativity. A wider color palette and unique style accents become possible, allowing for a stunning variety of denim designs. The magic happens when a digital printer applies the chosen pattern directly to the denim fabric with reactive inks.

SHEIN has seamlessly integrated this technology into their flexible supply chain, enabling on-demand denim production. This means more trendy and sustainable denim options for shoppers, all at affordable prices.

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SHEIN continues to push the boundaries of innovation to achieve a more sustainable fashion future. “By reinventing denim production,” they say, “we are one step closer to achieving our goal.” With this water-saving technology, SHEIN is setting a new standard for sustainable denim.