Malwee presents denim pieces made with a glass of water

Malwee announced the launch of the first jeans pieces made with just a glass of water, representing a 98% reduction. The company, which is part of Texbrasil (Brazilian Textile and Fashion Industry Internationalization Program) — the result of a partnership between Abit (Brazilian Textile and Apparel Industry Association) and Apex-Brasil (Brazilian Trade and Investment Promotion Agency) — developed the innovation in its laboratory, Lab Malwee Jeans.

With the new production process, Malwee has saved more than 7 million and 600 thousand liters of water in the production of 127,000 pieces.

“Contrary to the traditional way of producing jeans, in which many chemical processes use water to obtain washing, frayed, and ripped effects on the garment, at Lab Malwee Jeans these effects are produced with lasers, replacing a large portion of the water and harmful chemicals that would be used in a conventional process,” explains Luiz Thiago de Freitas, textile industrial manager at Malwee.

Initially, two models of pants were made with the new process: the women’s skinny jeans and the men’s slim jeans, which reach the market at a price similar to the other brand’s products.

“The fact that it is produced with technology that allows such savings in water does not mean that the value of the product will be high. They cost the same as a pair of jeans produced in a conventional way”, says Jaqueline Devegili, Jeans Style Coordinator at Malwee. She also explains that the characteristics of the brand’s jeans, such as comfort and flexibility, follow the same.

Lab Malwee Jeans

Malwee invested R$9 million in the new market positioning, with a focus on sustainability. The development laboratory has new technology in Latin America, shipped from Spain and developed by the company Jeanologia. According to the company, in addition to Malwee, only four other companies in the world have this type of complete process for manufacturing jeans, known as “Laundry 5.0”.

About Texbrasil

The Brazilian Textile and Fashion Industry Internationalization Program (Texbrasil) works with companies in the textile and clothing sector developing strategies to conquer the global market. Over 20 years, it has helped around 1600 brands to enter the export trail, generating USD 9 billion in business. The Program is carried out through a partnership between Abit and the Brazilian Trade and Investment Promotion Agency (Apex-Brasil).