Naim Josefi introduced denim in 2017. In conjunction with the release we presented a brand-new area of application for laser printing, proposing a more sustainable alternative to how to design, color and wash denim, combining aesthetics, functionality and sustainability. Besides reducing the water and chemical use extensively, using laser print technique has allowed us to offer a game-changing aesthetics to the denim through different color ranges and unique detailing making the traditional washing techniques redundant.

As part of the brand DNA we continue to experiment with new textures, materials and designs. Today the collection has a range of cuts from slim, regular, and wide, to oversized. Our denim jeans, jackets, and shirts are thoughtfully designed offering a minimalistic yet innovative expression from monochrome pallets to laser-printed patchwork.

In addition to our laser technique we are using two sustainable washes: Eco Rinse Wash which recirculates the water being used, and Eco Stone Wash, a biodegradable process where enzymes replace the chemicals saving water, time, and energy, reducing the emission of  pollutants.