Genesis:M&J shows Spring/Summer 2021 products at Kingpins

30 Oct '19

4 min read

Pic: GENESIS:M&J Group

Genesis: M&J presented its innovative proposals and advancements in the world of garment manufacturing with its Spring/Summer 2021 collection at the recently held Kingpins Amsterdam show. In 2004, the Kingpins show was launched as a tiny jeans supply chain show in New York for denim sector. It is now held in New York, Hong Kong, Amsterdam, and China.

The strategy behind the new approach of the group’s leading facility is based on three main pillars: an accurate supply-chain selection, unique sustainable data control with Start To Measure system improved, and the development of safer work conditions and processes.

Confirming its prestigious partnerships with brands like Diesel, G-Star Raw, Jack & Jones, C&A, and Celio, among many others, Genesis brings on the stage of the world-renowned denim exhibition its vision to drive positive change in the sector. In the ever-changing denim and apparel scenario the company’s strategy aims at leading a forefront approach in major garment manufacturing, relying on high-quality standards and unprecedented technological innovation. The goal is not only to consolidate penetration in European markets, but also to provide an alternative model to fast-fashion standards, according to a press release by the company.

Genesis facility carefully selects its partners from top innovative machine and chemical suppliers, to shape a sustainable yet highly controlled manufacturing process. All machinery and chemicals consumption are now closely connected with the company’s revolutionary multi-measurement system Start To Measure.

This means that every customer can request a detail report on water, gas, steam, electricity, and chemicals consumption. Moreover, Start To Measure system generates a unique QR Code, directly linked to the data chart providing the authentic insights from each single machine, in a closed and fully integrated chain that not even the operator can modify.

All data are highly customisable according to time spans, in a report similar to the ones provided by contemporary web analytics tools or social media platforms. The aim is to adopt the big data approach to shape a new way of doing things in garment manufacturing, providing certifiable statistics and numbers to prospect improvements while establishing new criteria on transparency and traceability.

Another pillar of Genesis action-strategy is represented by the constant effort to improve work conditions, achieving safer procedures and processes. One of the latest updates is represented by the automatic dosing system for chemical usage; as a result, 90 per cent of the time workers do not come directly into contact with chemicals.

To stay at the forefront of garment washings, the company also recently adopted a new washing process that allows to recycle the 50 per cent of treated effluent from WWTP /ETP (Wastewater Treatment Plant). This sets a new standard in Genesis facility, which is able to recycle the treated effluent directly in the garment washing process, thereby reducing fresh water requirements by 50 per cent. An improvement achieving multiple goals: reducing costs, saving water and keeping the garment price the same. The main long-term objective of the company remains to reach a near zero input of fresh water in the process. This contributes to the best managing of this precious resource, given the recent problems the whole Bangladesh industry has been experiencing on this issue.

The improvements achieved by Genesis are enhanced in the S/S 2021 collection which was presented at the Kingpins Show Amsterdam, 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.

Fibre2Fashion News Desk (GK)

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