Denim is about to be disrupted by an eco-responsible indigo dye


Sonoviean Israeli company specializing in environmentally friendly ultrasonic textile technology, collaborates with the Italian denim manufacturer PureDenim to transform indigo dye.

New disruptive technology aims to reduce intensive water and energy use and improve dye durability in the global denim industry – a market projected to reach $76.1 billion by 2026.

“The concept of harnessing Sonovia’s technology in indigo dyeing can truly revolutionize this industry, leading to a substantial reduction in the consumption of chemicals, water and energy, and an incredibly positive change towards green and sustainable manufacturing,” said Gigi Caccia, Founder and CEO of PureDenim.

The deal represents Sonovia’s entry into the dyeing industry. The company’s ultrasonic fabric antimicrobial finishes are marketed in products such as Sonomask, a face mask that has become popular during the pandemic.

Roy Hirsch, CBO of Ramat Gan-based Sonovia, said the collaboration with PureDenim will begin with a technology viability stage to be completed by the middle of this year, followed by pre-production development and integration of technology into the production chain of PureDenim.

“Our technology can offer significant solutions to the challenges inherent in the indigo dye industry” by eliminating outdated dyeing and finishing practices that cause massive pollution, Hirsch said.

Sonovia is an alumnus of the Fashion for Good Accelerator and made a successful IPO on the Tel-Aviv Stock Exchange in December 2020.


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