nece gene, founded by Neha Celly, from the house of Bluehemia. The name ‘nece’ originated from the word ‘necessary’ and is pronounced ‘/ne-sə-jēn/’. The brand comprises 100% sustainable denims that stand for being needful and mindful.
In 2018, the international jeans market grew to USD 57 billion with almost two billion pairs sold around the world a year. These countless styles come with huge rises in waste and pollution, and it’s getting worse each passing year. Also, with every production sent, there are piles of small yardage waste, cutting, and sampling waste all of which leads to a massive landfill and carbon footprint.
The brand hence collaborated with the Indian denim giant Arvind Mills, to use their denim scrap waste into making the complete collection. Trims, packaging and all the processes are designed to ‘close the loop’ and to have the least impact on the environment.
Waste, as Neha Celly explains, is a design flaw. To counteract this, nece gene see waste as a resource, changing the way we think and utilise waste materials. Neha will share nece gene's pioneering work making use of waste denim material in Selvedge's upcoming Wardrobe Revolution Weekend. Explaining their sources and design process to re-think a fashion collection.
Images and film courtesy of nece gene
Wardrobe Revolution Weekend will be held on Saturday 4 November 2023. An online event hosted on Zoom. The event will be recorded.
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