AGI, a Pakistan-based denim manufacturer, has partnered with Huue, a sustainable indigo dye startup.
Huue is a biosynthetic dyestuff provider dedicated to developing a proprietary biosynthetic dyestuff that replaces the harmful chemicals often used in the conventional dyeing process to help the fashion and textile industries produce greener apparel that is kinder to the planet. Huue's indigo dyestuffs are primarily used in the denim dyeing process for the world's leading jeans brands.
Instead of using toxic chemicals, Huue turns sugar into dye. Huue's team began by studying how color compounds occur in nature, and Huue used proprietary bioengineering to create microorganisms that mirror the natural process and consume sugar to enzymatically produce dyes. Huue is a sustainable dye technology that is compatible with existing manufacturing as a one-to-one solution.
Huue's technology creates an identical match to traditional petrochemical indigo biology, making it compatible with existing denim industry equipment. AGI plans to bring this greener indigo denim to market quickly to demonstrate its sustainability benefits.
Scaling up bio-based products like Huue's can be challenging, but the company has worked hard to ensure that its products meet the same performance requirements as traditional indigo dyes so that brands and manufacturers don't need to make performance trade-offs when choosing sustainability.
AGI has already used Huue Indigo in its TOMORROWLAND collection with Jonathan Cheung to commemorate the company's 30th anniversary, and this partnership between AGI and Huue is a promising step towards more sustainable denim production in the fashion industry.
