ARTISTIC MILLINERS: LASER SHARP FOCUS
WeAr interviewed Omer Ahmed and Murtaza Ahmed, who run global denim manufacturer Artistic Milliners, about the sustainable practices they have developed, expansions to the U.S.A. and the denim industry’s outlook.
What are the core values Artistic Milliners’ sustainability vision stand on?
Omer Ahmed: Artistic Milliners corporate values are authenticity, inclusivity, force for good and climate positive. Our goal is to address greater global challenges of social equity and climate positivity. Our vision is to champion the denim revolution of the future to transform lives and change the world for the better. Which recent innovations that Artistic Milliners created the most positive impact?
Omer Ahmed: We are taking a holistic approach to sustainability and circularity. Our fresh water consumption for each meter has come down by 60%. Our recent wash innovations – Clear Fade and Clear Vintage – consume 75% less water compared to conventional methods, while using eco-friendly chemicals. Our latest dyeing innovation of Purecolor, is an e"ort to incorporate nature friendly dyes in our o"erings. All Natural Dyes are certi!ed by GOTS and meet ZDHC MRSL requirements. Innovations like Crystal Clear 3.0 and Icebreaker replace traditional chemicals with more organic chemicals, and conventional process with more modern eco-conscious approach. Sustainability has traditionally been a topic which is far reaching for Artistic Milliners. What have you developed in the past year, which you are particularly proud of?
Murtaza Ahmed: We’re proud of the on-ground impact that our Fair Trade USA and LEED Platinum certi!cations have created. In partnership with our clients, we have launched worker wellbeing programs such as Levi’s Adult Literacy and Financial Literacy training, GAP’s PACE program; and most recently, we are launching BSR HERessentials program in Pakistan with Bestseller to bridge the digital literacy gap for women. Leading water stewardship, we recycle around 85% of our water, with an aim to achieve ZLD by 2025. We are the !rst company from Pakistan that committed to achieve Net Zero by 2050. You are starting to have more operations in the U.S. - please tell us about them.
Murtaza Ahmed: California has historically been a key part of the denim story and the global industry. SFI serves as a major leap in Artistic Milliners’ evolution. It gives our brand partners a U.S.-based manufacturing option, allowing for nearshoring at a time of unprecedented logistical challenges around the world. SFI is the next gen facility for denim laundry, design and innovation center that has become a hub for co-creation and collaboration. What do you feel the market requests from you and how do you realize it?
Murtaza Ahmed: Conscious production is now a key customer demand; our design and production philosophy are built around this idea. The global supply chain challenges like logistics and the rising cost of raw materials are another concern. That’s why, we have a laser sharp focus on speed to market and eco-e$ciencies. What is your future vision for Artistic Milliners and the denim industry overall?
Omer Ahmed: The ethos of the new textile economy is analogous to the circular economy: one that restores and regenerates all that it consumes by its very design. Digitalization is the future; as it solves for transparency and wastages, and helps us adapt agile production models. We are investing real-time monitoring software, 3D modelling, digital product libraries as well as blockchain solutions for the new value chain. We are venturing into the piece-dye universe with Artmill. We are aiming for a share in new markets by pivoting into wovens. Artmill is built as the most technologically advanced processing mill in the world. The facility’s core product line will include denim hybrids, activewear and workwear.