in dyeing


Our yarns reduce environmental impact

We have been in the world of natural products for years, ever since Italdenim’s collaboration with Canepa Spa, which allowed us to conceive the first and exclusive application of chitosan, a polysaccharide obtained from the shells of crustaceans, on denim fabrics.

But we have gone further. We wanted to achieve a truly ecological product, so our research turned to the world of vegetable waste. We went on the hunt for valuable ideas and today we use ‘NaturalReco’, a film-forming product that protects the yarn during processing and promotes bonding, made entirely from industrial food processing waste. We have thus eliminated traditional methods based on polyvinyl alcohol (PVA), a pollutant, from our production process.


“Natural Reco”
reduces environmental

compared to classic finishing products

It replaces pollutants and hazardous substances.

“NaturalReco” makes it possible to totally abolish the use of polyvinyl alcohol (PVA), a highly polluting product. Its residues in fact form microplastics that are released into the water, both during industrial and domestic washing. Unfortunately, due to its low cost and ease of use, it is currently used indiscriminately.

It optimises the use of natural resources.

Through the application of this innovation, PureDenim is able to significantly reduce water and energy consumption, resulting in lower CO2 emissions into the air.