Now that consumers are playing closer attention to what goes into the things they wear, raw materials providers have a greater chance of appealing directly to the shopper—if they can get the messaging right, that is.

As Tomas Vucurevic, founder and managing director of BRAIND, a leading global expert for ingredient branding, one good message to start with is an appeal to sustainability.

“Ingredient branding is becoming a hot topic for the denim industry, as the longing for more sustainability on one side and the quest for more technical performance are in lockstep changing the future of denim,” Vucurevic said. “Sustainable raw materials and new technologies and processes such as indigo dyeing are game changers towards a greener ‘blue industry.’”

In diving a little deeper, Carved in Blue talked with Vucurevic to understand more of what’s behind successful ingredient branding.

Read more at Carved in Blue.

This article is one of a series on Rivet from Lenzing’s Carved in Blue denim blog. From conversations with the experts behind the mills that make some of the world’s most-wanted denim to the global brands bringing novel denim made with TENCEL® and Lenzing Modal® to the market, Carved in Blue shares the stories of those whose roots run deep with denim. Visit

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