FUTURE CELLULOSIC - NAVEENA® DENIM MILLS X TENCEL™ X ENDRIME® X OFFICINA + 39

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NAVEENA DENIM MILLS X TENCEL™ X ENDRIME ® X OFFICINA + 39

FUTURE CELLULOSIC A c ol l a b ora t i v e collection explor ing ways to design m o der n, fo rward thinking denim g arm ents and t he v e ry b e s t s ustainable denim cr af ted by NAV E E NA D E NIM MILLS using the best TE NCE L™ Lyocell advancem ents.

G a r m e n t s D e s i g n e d b y E N D R I M E ® s t u d i o i n We s t S u s s e x i n U K , a n d s u s t a i n a b l y f i n i s h e d b y t h e exper ts at O F FICINA + 39 in Italy.

This collection has been a call to action and hopefully a starting point to inspire the denim community t o try to d e s i gn w ith a circular mindset, using sustainable g arm ent finishing . S pecial attention has b e e n m a d e w i t h re m o v a b l e b u t t o n s a n d c i rc l e b a r t a c k s - s o t h e s e g a r m e n t s c a n c o m p l e t e l y b e recycled in end o f use.

“We are no longer d esig ning for the next s eas on. C onsid ering future generations we are build ing product s t h at have a low i mp act on the env i ron ment and people, as wel l as to last beyond a s e as on.

The found ation is fibers from nature, like T ENCEL™ Lyocell and Mod al bring ing s oftnes s and strength for trad itional d enim looks. Consid ering the planet, T ENCEL™ fibers are d erived from certified and controlled wood s ources. The future belongs to us now – FUTURE CELLULO SIC.”

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Tricia Carey Director of Glo bal Business D evelopm ent Lenzing F ibers Inc “This collaboration is a concrete example how d esig ners can create real low-impact d enim. The next b i g t h i n g i n d e s i g n i s d r e a m i n g t o u s e t he l at e s t a nd b e s t s u s t a i n ab le p r o d uct s , m at e r i a l s a nd technolog ies available in the market. A low-impact d enim must first be imag ined in the d esig ner’s mind.

Sust ainability is no longer ad d ed as one of the ing red ient s of the proces s, but it is the es s ence of the final product. The result is an amazing low-impact d enim with authentic character.”

A ndrea Venier CE O o f O fficina +39 “It was a honour to d esig n this collection. NAVEENA DENIM MILL S are one of the most forward thinking d enim mills - I love receiving R+D fabrics from them and exploring ways I can us e it - and even more excited as every fabric in the collection is using T ENCEL™ a superb st arting point.”

Mohsin S ajid Ow ner, Creative D irector o f E ND RIME ®

Aydan Tuzun Executive Director o f S ales and Marketing NAVE E NA D E NIM MILLS

FUTURE CELLULOSIC

“C i rcul ar ity is the fi nal frontier i n the d en i m i ndustry. In ord er to ach ieve th is frontier, R& D is of ut mo s t i mport ance for sure . T hat’s what we str ive to d o every d ay at Naveena. But we bel ieve that fo cus i n g on c ol l ab orat ion i s al s o of ut mo s t i mp ort anc e . De s i g n i n g a ci r cul ar e c onomy r e qui r e s a s h ared v i s ion and actions to support it. T he outcome of th is col laboration is not just on ly amaz i ng d en i m w ith authenticity but als o an i nv it ation to al l to clo s e the loop together.”

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JEANS — MS 20 004

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FUTURE CELLULOSIC i s

in-house at the ENDRIME

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a seventeen-piece collection hand-sewn d e s i g n s t u d i o i n We s t S u s s e x , E n g l a n d , U K

N AV E E N A D E N I M M I L L S

MOOD VIDEO

The collection was made with Naveena Denim Mills TENCEL™ denim, w a s h e d a n d s u s t a i n a b l y f i n i s h e d a t O f f i c i n a + 3 9 , i n I t a l y.

THE

FUTURE CELLULOSIC

TEAM:

AY D A N T U Z U N Executive Director of Sales and Marketing at Naveena Denim Mills ANDREA VENIER CEO of Officina +39 MOHSIN SAJID Founder and Creative Director at ENDRIME® Creative Director on Denim Collection, Premium Denim Design, Pattern Cutting, Sewing, Film Direction & Film Editing SADIA RAFIQUE Art Director at ENDRIME® Photographer, Creative Director on Photoshoot, Lookbook Layout Design & Production

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N I C K Q U E P A T T E R S O N — Style Director & Photoshoot Art Director L E W I S S T A N F O R D H A I R — Hairstylist E M M A B R O O M — Makeup Artist A Z R A — BAME Models & Talent Management W I L L C — Menace Model Management A A L I Y A R A F I Q U E — Photoshoot Assistant L E A U N A ( L A M W A I , C H A N ) — Photoshoot Assistant PA C K S H O T Flat Photography by Luke Jennings & Rachel Price, Senior Stylist

© N A V E E N A D E N I M M I L L S — 2022 | © E N D R I M E ® — 2022

FUTURE CELLULOSIC

SPECIAL THANKS Tricia Carey at TENCEL™ x Carved in Blue® Joe Hutchings at Grenson & Kelly Harrington for lending us “The Kelly Boot” Freddie’s Flowers

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@naveenadenim