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Genesis:M&J Group targets high fashion denim market in EU

07
Dec '19
Pic: Genesis:M&J
Pic: Genesis:M&J
Genesis:M&J is set to target more in depth high fashion denim market in Europe with renowned proposals towards a more authentic, comfortable and sustainable denim offer. The first output to underline the new approach is the high-end capsule collection realised in collaboration with PG Denim, that premiered at Denim Première Vison London (December 3-4) show.

A collection where the great industrial experience and quality in garment manufacturing of Genesis meets, in a perfect and inspiring contamination, the 100 per cent Italian artisanal craft and unique interpretation of PG Denim fabrics. A complete co-branding that has given life to unique garments with dedicated tags and hangtags, to show a fashionable, sustainable and high-quality final output, entirely produced in Bangladesh. The perfect meeting to provide a great example of how this collaborative path with European top-quality player could lead to a new positioning for the company.

The improvements achieved by Genesis are also enhanced in the S/S 2021 collection with new trends involving eco-conscious fabrics such as organic cotton, recycled fabric and polymer, realising blends with natural fibres like hemp and linen while working also with a wide variety of biodegradable materials. Technical fibres are also on the spotlight with an increasing importance gained by proofed lightweights such as waterproof. Moods like hyper blue, natural cotton colours, flat bright indigo mid shades or urban grey and reactive layers dominates the feeling of the new collection. In terms of looks and treatments the collection has developed several unique interpretations such as engineered garments, digital laser patterns, wester silhouettes, workwear, soft dyes, contemporary stripes, dirty green cast and eco-acid wash. A kaleidoscopic collection where technology and tradition meet one unique big trend: more sustainable than ever.

One of the other recent developments of Genesis: M&J Group is represented by the implemented Social Responsibility Program, a project undertaken in order to improve the living and working quality for all concerns by trying to achieve always higher standards. As an essential part of the company’s core values the main goal is to help people ameliorating living and work quality. Nevertheless, providing a competitive advantage of corporate reliability based on social and ethical behaviours.

This programme now includes several key-services such as Digital Payment to facilitate financial empowerment of workers through a dedicated transparent mobile banking service for all employees. The Subsidized Shop is another key-activity to ensure authenticated and hygienic product directly from the mills at a very affordable price for all workers.

Moreover, a Mini Fire Station in Genesis Campus is on the go to, realised in collaboration with GIZ and Fire Service, Civil Defense of Bangladesh, to provide a point or reliability for the whole local community during emergency situations. The programme is completed by a series of other services like the inside factory Medical Service, a half-yearly Free Medical Campaign, the Child Care facility, the Herhealth Project, the Khokon Memorial Hospital (established through Genesis:M&J Group initiative), Sunflower USAID, Accord Certification, a dedicated hospital agreement, Khokon Charitable Foundation and the institution of an Elected Worker’s Participation Committee.

Genesis:M&J Group is one the most reliable garment manufacturing in the denim and apparel market, being amongst the biggest apparel manufacturers of Bangladesh. Providing high quality garments and top sustainable innovations to the leading fashion brands in the European, US, Asian and Russian markets, like Diesel, G-Star Raw, Jack & Jones, C&A, Celio and Zara, Target USA, VF ( Kontoor ) and Gap, Jack & Jones China, Selected China and GU Japan,Target Australia and O’stin.

Fibre2Fashion News Desk (PC)


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