Advance Denim is the first company to launch a denim collection featuring Viscose Staple fiber Gracell® x CIRCULOSE®, which will be presented on 18 and 19 October 2023 at Kingpins, Amsterdam (booth Blue 30).

CIRCULOSE® is a recycled pulp produced by Renewcell, which is made from 100% wasted textiles and can be blended with wood pulp at the fibre production stage. Gracell® is a viscose staple fibre product produced by the Yibin Grace, which is characterized by its high strength and ultra-softness, moisture absorption and air permeability, softness and skin-friendliness, and brilliant colour.

Gracell® x CIRCULOSE® is a recycled viscose staple fibre product made by Yibin Grace using a blend of 50% CIRCULOSE® pulp. It’s another successful extension of Grace's green product category and a vivid interpretation of the concept of "Green Manufacturing and Circular Development".

Patrik Lundström, CEO of Renewcell, said, “We value the pace at which this partnership came together as it is evident both Advance Denim and Grace are upholding their commitments to sustainability and that they recognize the urgency for action.”

Amy Wang, General Manager of Advance Denim, commented, “Advance Denim is excited to continue its ongoing commitment to sustainable innovation by partnering with Grace to bring this groundbreaking new fiber to the market.”

Advance Denim's commitment to sustainability extends beyond this capsule collection, as they have a rich history of championing sustainable practices in the denim industry. Their commitment is reflected in their strategic plan to use over 90% of “green” fibers in their product line by 2023 and were the first denim mill in China to obtain GOTS certification. “Green” fibers are defined as being produced under certification standards, including GOTS, Organic Cotton Standard, BCI, or GRS. Furthermore, their dedication to eco-innovation and responsible manufacturing is evident through their efforts to conserve water, reduce energy consumption, and minimize waste.

Song Wei, Deputy General Manager of Yibin Grace, said that Advance Denim,Grace and CIRCULOSE® are at the forefront of their partnership and will continue to develop solutions to help make fashion circular.