Washing without water: Guess revolutionises jeans production
Admittedly, airwash sounds suspiciously like careless cat washing at first. But with this innovation, Guess has achieved an ingenious breakthrough in terms of sustainability in jeans production.
Did you know that around 8000 litres of water go into the production of a single pair of jeans? Around 85 per cent of this is used just to grow and process the cotton. But the finished trousers are no less thirsty. Jeans are washed up to ten times before they are delivered to retailers. To a) develop the desired colour and look (the so-called wash) and b) rinse out the numerous chemicals used in the process.
A procedure that Guess no longer wanted to be involved in. That's why the US brand developed the airwash technique. An alternative to the traditional denim washing process that relies on steam and air bubbles and, according to Guess, requires 80 per cent less water.
How does the Airwash technology work?
Three technologies are used to recreate the effects of classic washing cycles. This means that no toxic chemicals or stones are used (stone washing ensures a worn look and softer material in jeans production) and only a small amount of water is used in the form of steam.
In addition to water, a considerable amount of time can be saved. While the complete colouring and washing processes normally take several hours, the Airwash technology takes a maximum of 30 minutes, according to Guess. Win-win.
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