C&A announces the first launch of its new Forever Denim collection, manufactured in Europe, which is available exclusively online. Less than a year after announcing plans to open a new production unit in Mönchengladbach, Germany, the company reveals the collection that marks the first production at C&A FIT.
Evolving towards becoming even more sustainable in the future, C&A has established its own denim factory in the heart of Europe, which is contributing to the creation of a more digital and sustainable textile production and supply chain, "combining the best elements of technology and automation with more environmentally friendly production methods ".
Forever Denim
The new Forever Denim collection includes six different styles: three for men and three for women. The design team's goal was to create a more sustainable denim collection that would suit and appeal to a wide variety of groups. The women's range in this launch introduces two straight-cut styles and a pair of flare jeans, while the men's range features straight and tapered versions.
To ensure a wide range of suitable styles, the collection features different types of blue, such as light, medium, and dark shades.
In Mönchengladbach, jeans are manufactured using a carbon-free process with materials sourced from across Europe, including GOTS-certified Bio Cotton denim from Candiani (Italy).
Campaign
C&A's online campaign dedicated to the new Forever Denim collection produced at FIT was launched this Thursday, March 24th, across Europe. These first six pieces from the collection will be sold exclusively online at ca.com, with a single price of €59,99.
A second launch is planned for August, offering a wider range of jeans in different styles and colors, which will be available online and in select stores.
C&A FIT
C&A's new production unit offers a number of advantages, such as the application of state-of-the-art digital production techniques or the use of "carbon-free" energy, which translates into the use of renewable sources, such as wind and solar power, to power the factory.
Other differentiating factors are associated with the conscious use of resources and more responsible alternatives. “We often associate denim production with high water consumption. At C&A FIT, with the introduction of innovative equipment and new techniques, such as ozone, laser and fog, it is possible to reduce water consumption from 70 liters (the standard value during conventional denim production in the fashion market) to an average of 10 liters. To further ensure the sustainability of the washing process, C&A uses only chemicals and additives with GOTS certification ,” the brand states.
