Responsibility
WE ARE A GLOBAL COLLECTIVE UNITED TO LEAD INNOVATION, PUSHING THE DENIM INDUSTRY BOUNDARIES THROUGH TECHNOLOGY, TRANSPARENCY, AND CREATIVITY.
IMPACT AREAS
TRANSPARENCY We take control of our supply chain, starting from farmers, to measure, follow up and improve together with suppliers. In collaboration with Candiani Denim Italy, MADH's is the first brand to introduce BlueSeed Cotton. A fiber that is 100% traceable and 30% more durable than organic cotton.
COLLECTIVE INTELLIGENCE MADH wants to inspire and educate by sharing and letting the people participate in the production process. Digital design innovation is used directly with our factory to co-create garments with unique value. There is a need to include and explain in more detail how garments are made in the discussion and communication about garment production
INNOVATION MADH develops and activates innovative technologies in every single action and throughout the value chain, to improve social, environmental and economic outcomes. We use technology not only as an additional channel to sell, but also to disrupt the fashion system and tackle waste.
IMPACT
TRANSPARENCY
TRACEABILITY We take control of our supply chain, all the way from farmers, to be able to measure, follow up and improve together with suppliers.
MATERIAL & PROCESS STRATEGY We activate innovative processes to reduce the environmental impact of denim production. With our experts, we focus on improving two main impact areas – indigo dyeing and garment laundry. Clean indigo and ozone wash technology enable over 70% savings compared to traditional production.
Our suppliers follow the regulations of ZDHC or MADH restricted chemicals.
FOOTPRINT As part of our holistic mindset, we focus on the overall climate impact of our products. The first step towards reducing our impact is to select all of our production facilities within Europe, and to maintain close market relationships.
TRANSPARENCY
COLLECTIVE INTELLIGENCE
Madh combines forward thinkers to design creative systems and find solutions, Joint investments, research and methodology to solve problems, open source innovations to set positive standards in denim industry.
PARTNERING WITH INDUSTRY EXPERTS We run our value chain collectively with industry partners; from fabric trims and laundry experts to green transport systems, creative agency and impact measurement. Working closely with industry leaders has resulted in the development of our products.
ENGAGE WITH ACADEMIC EXPERTS Through collaboration with Amsterdam Fashion Institute AMFI, we were able to blend science and industry experiences. Collectively, we design and experiment with new systems, as well as utilize the digitalization process
CO-CREATE WITH THE FUTURE OF THE INDUSTRY Through Amsterdam Fashion Institute (AMFI), we partnered with student activist collective Dirty Laundry; organized brain-storm sessions with the future of the industry, to re-define how a responsible brand should be, and invited them to set up theprocess of the brand journey.
INVITE OUR USERS INTO OUR COLLECTIVE Our goal is to inspire our users on how to define responsible production in today's world. We share how we make and use technology to co-create with our users. Our Custom-lab / SKINS is a platform where they can experience and be a part of the solution through design.
COLLECTIVE
INNOVATION
ON DEMAND CUSTOMIZATION To challenge the traditional with overproduction as one of the biggest challenges we have created a made-to-order system to invite our users to design to customize jeans. SKINS garments are made 1 of 1.
3D DESIGN MADH has developed a design approach that is engaged with digital technologies. We aim to lower the carbon footprint of prototyping and to eliminate waste. We see it as complement tool to give an instent idea of the outcome, without producing or sending a physical product.
THE FUTURE LAUNDRY There is a high environmental impact associated with traditional denim garment washing. MADH co-creates innovative solutions with its suppliers; uses high-tech machines, and utilizes laser & ozone technologie, which results in 45% savings compared to standard levels.
INNOVATION
BLUE SEED
For the first time in the industry, we use Blue Seed fibers, which is longer staple cotton and contributes to 45% higher strength performance. We activate innovative processes to decrease the denim production environmental impact and improve durability.
WHAT IS BLUE SEED? Non-GMO, hybrid cotton variety created through controlled pollination between two selected parent plants. Blue Seed enhances fabric durability with its long fibers and high-quality. When it comes to denim, we associate it with being long-lasting. The longer we can use our clothes, the better it is for the environment.
Non-GMO: - 100% European - 100% Traceable - Regenerative - 30% more resistant extending the lifespan of the garment
COLLECTIVE