Textiles processing company Clariant has been awarded an EU Ecolabel for denim, thanks to the sustainability benefits of its Advanced Denim processing solution.

The designation, also known as the EU Flower Label, is recognition that all stages in the production of a finished article have met the European Union’s environmental protocols.

Clariant developed its own prototype denim clothing collection using the process, in partnership with a textile mill and laundry, to demonstrate the potential of its Advanced Denim process.

Previously, it had been difficult for denim to attain Ecolabel certfication, thanks to problems associated with traditional production methods.

According to Clariant, if its technology were adopted in the production of 25% of jeans around the world, it would save 62m cubic metres of water a year – equivalent to the water consumption of 1.7m people.