MADH Unveils First Jeans Produced with Candiani’s Regenerative Cotton
Less than two years after announcing it had formulated its own non-GMO cotton, Italian denim mill Candiani has partnered with Swedish brand MADH for the first denim collection made with the fiber.
The collection, which includes men’s and women’s jeans in flare, boot cut and wide-leg styles, is produced with denim made from Candiani’s Blue Seed regenerative, non-GMO European cotton.
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In 2022, Candiani collaborated with California-based Gowan Seed Company to cultivate a hybrid cotton variety, created through controlled pollination between two selected parent plants. That process triggers a phenomenon called heterosis or hybrid vigor, with the progeny exhibiting better biological function than the parents. This creates fibers that are longer and stronger than conventional cotton.
“This cotton combines the best characteristics of extra-long staple and Upland cotton, making it both high-quality and strong. Blue Seed cotton is resistant to arid soil conditions and requires less water to grow,” said Simon Giuliani, marketing director, Candiani Denim. “The cotton used in MADH’s capsule collection was grown in Spain using regenerative techniques, making it 100 percent European.”
Spanish grower Algosur cultivated the cotton in Andalusia using regenerative agriculture techniques made possible by the plant’s resistance to arid soil. Candiani also has grown Blue Seed cotton in Greece and the United States, though none of that material was used in this specific collection.
Sustainability and circularity have become major priorities for Candiani, with an overall goal of making denim 100 percent compostable. The company recently partnered with Austria-based eco-friendly fiber maker Lenzing to create garments from geotextiles used to protect glaciers. The first piece from that collaboration, dubbed the “Glacier Jacket,” will make its debut next week in Milan at Salone de Mobile.
Giuliani said they’ve found yet another like-minded ally in their mission of circularity by partnering with MADH.
“The partnership between Candiani and MADH is more than just launching a capsule collection. We share a passion for innovation and aim to establish a long-lasting partnership based on the principles of durability, circularity and the concept of ‘less is more,’” he said. “Our fabrics are durable, as Blue Seed cotton can make 30 percent more-resistant fabrics. They are also circular, as we blend Blue Seed cotton with post-consumer recycled cotton from the program with Humana People to People Italia and Filatura Astro.”
Giuliani said MADH founder Martin Gustafsson shares Candiani’s vision of a future where the denim industry leads the charge toward sustainability.
“(He) has extensive experience in the denim industry and uses the lowest amount of fabrics, which are then offered in a wide range of washes to give identity and consistency to his collection and create a less fragmented supply chain,” he said.
