Through the ‘Retail Innovation Lab’, Jeanologia works with brands and retailers to create sustainable experience centres as a new in-store model focused on eco-efficiency, personalisation, and digitalisation.

For Jeanologia, the three pillars for the future of retail are consumer experience, sustainability, and the omnichannel that connects the physical world with the digital. Consumers are at the centre as participants in the sustainable finishing of their garments, it says.

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Jeanologia CEO, Enrique Silla, believes that the consumer experience must be based on the co-creation, transformation, and customisation of the product in-person and in real-time “creating and developing the product together with the consumer. Doing the finishing of the garment physically in front of the customer, by taking a product from the store, transforming, and customising it with the customer present in the actual stores. And at the same time creating a sustainable product.”

Through its Retail Innovation Lab, Jeanologia brings to retail its disruptive technology for a new in-store model where personalisation, digitalisation and eco-efficient production are the main drivers.

The company points to two success cases in which its technology helped bring to retail the experience of real-time personalisation in front of consumers.

The pop-up store by Levi’s Haus in Miami is an example of the future of garment finishing that demonstrates the next level of personalisation powered by Jeanologia’s laser. The consumer can customise every detail of the garment.

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Silla says Levi’s Haus in Miami has marked a “retail milestone, bringing together jean design and production physically in-store with the fun of the in-person experience for the consumer.”

Another Jeanologia case study is the Bershka Denim Lab during Milan Design Week. The project saw Jeanologia install a digital corner in Bershka’s flagship store on Corso Vittorio Emmanuele transforming it into a digital denim customisation laboratory. This initiative meant that consumers could have a unique experience in real-time, designing their own garments in a quick and sustainable way with laser technology, in only 45 minutes, and being present during the whole live process.

Digital retailer Very.co.uk, which is operated by The Very Group, announced this week it has partnered with Jeanologia to improve the sustainability of its own brand denim production.

Under the partnership, all V by Very denim suppliers have signed up to Jeanologia’s environmental impact measuring (EIM) platform, which assesses water and energy consumption, and chemical impact to score garments as low, medium, or high impact. The retailer will use Jeanologia’s platform to ensure that 100% of its own brand denim production is low impact by 2025, up from 60% currently.