DENIM PRIVÉ

Denim Privé is a Paris-based denim design think-tank and a strategic partner of denim manufacturer Kassim. They recently created the the 'Unthinkable Jacket' smart fabric that aims to transform "normal" denim into air-purifying denim. It has an invisible coating called Inus, which dilutes pollutants such as Nitrogen Oxides (NOx), Sulfur Oxides (SOx), and Particulate Matter (PM2.5 and PM10) into harmless by-products. Once the pollutants are in touch with the garment, they are degraded with light using the process of ultraviolet photocatalysis. The coating is made from Titanium Dioxide (TiO2), a sustainable and naturally sourced mineral that does not get consumed in degradation. Denim Privé further created an app that collects data of the 'Unthinkable Jacket' wearers about the environment in which they are and gives an accurate measure of the positive impact they are having at that moment.