TSUG partners with guatemala’s denim upcycling initiative

TSUG Corporation is launching its pioneering brand project “TSUG,” drawing upon principles of sustainability and borderlessness. The inaugural collection for the 23FW season showcases a remarkable collaboration with Guatemala’s “THE NEW DENIM PROJECT.” This alliance aims to fuse sustainability with sartorial excellence, using discarded materials and giving them new life.

What makes THE NEW DENIM PROJECT distinct is its vision. Addressing the apparel industry’s often-criticized environmental footprint, this Guatemalan venture transforms what once was waste (denim offcuts, surplus cotton, and old clothes) into beautiful threads, fabrics, and products. It’s a statement of intent, a commitment to the global environment, and a testament to the possibilities of sustainable innovation.

And Guatemala’s famed coffee industry plays a surprising role in this sustainability narrative. Residues from the project, which cannot be transformed into thread, find a new purpose. Donated to coffee farms, these residues become organic compost, embodying a full-circle approach to sustainable fashion.

Meanwhile, TSUG’s partnership with THE NEW DENIM PROJECT remind us of our relationship with raw materials, from how they’re procured to how they’re discarded. It’s about rejuvenating fabrics through refined mechanical processes and pushing the envelope of sustainable fabric production. This collaborative endeavor shines a spotlight on the art of refinement in product design and development, challenging the industry to elevate its standards.