Fashion is a creative journey that never stops. It is not just a pursuit of aesthetics but also a fusion of culture, sustainability, and technology. When a designer's inspiration meets unique materials, infinite possibilities emerge. Organized by the Hong Kong Trade Development Council, Fashion InStyle will make its grand debut on April 27, 2025, at the Hong Kong Convention and Exhibition Centre. The new exhibition area, "NEXT@Fashion InStyle," features Han Chong, the founder of the renowned brand Self-Portrait, as the consultant. He will lead five Hong Kong designers in collaborating with five innovative materials, redefining the future of fashion with revolutionary material applications.
This time, designer Jason Ying will share how Advance Denim's sustainable denim is set to revolutionize the public's traditional perception of denim.
Denim, a timeless staple in fashion, is cherished worldwide but has long been criticized for its environmentally taxing production, marked by excessive water use, chemical dyes, and carbon emissions. As sustainability takes center stage in the fashion industry, denim is evolving. At "NEXT@Fashion InStyle," Hong Kong designer Jason Ying partners with Advance Denim to redefine denim apparel, blending innovation with eco-conscious design for a greener future.
Graduating from Queensland University of Technology in Australia, Jason is the co-founder of the brand NEVIDEBLA, which means "invisible" and symbolizes a boundless creative philosophy. The first collection, Holometabolism, features exaggerated cuts and deconstructed designs that exude a post-apocalyptic vibe. In this event, he shifts towards military style, pushing the limits of sustainable fabrics. He states that this collection references military uniforms from decades ago, saying, "I've always been fascinated by military elements, and this is the perfect opportunity to create a personal style military collection."
Although drawing inspiration from old military uniforms, Jason chose to reshape the classics using new materials, selecting Advance Denim's sustainable denim. Advance Denim is one of China's earliest denim manufacturers and has recently committed to environmental sustainability. Their cotton-linen blend sustainable denim has become the core material of Jason's designs.
A representative from Advance Denim explains: "Our fabrics are biodegradable, consume less water, and are lightweight yet warm, combining comfort and durability." The innovative Blue Loop technology recycles water and dye, reducing wastewater by over 99%. Meanwhile, the BIGBOX dyeing machine streamlines production with a sealed system, saving water and chemicals while preserving denim’s classic texture.
Jason incorporates Advance Denim's sustainable fabric with military elements, deconstructing details like military pockets, badges, and straps. "This soft fabric has a flowing feel and excellent breathability, allowing for easy wear even in hot weather," he notes, emphasizing that it not only meets the needs of his sculptural designs but also aligns with his environmental philosophy. "The greatest advantage of Advance Denim is its combination of sustainability and natural decomposition. I often have leftover fabric scraps, but these materials can decompose naturally, reducing environmental impact."
Additionally, Advance Denim has collaborated with The LYCRA Company to develop FitSense technology, allowing designers to define specific areas of fabric elasticity, enhancing the flexibility of denim apparel design.
The main concern for everyone is the difference between Advance Denim's sustainable denim and traditional denim. This sustainable option retains a classic appearance while being lighter, more comfortable, and offering better breathability and abrasion resistance. Jason emphasizes its stability: "Traditional raw denim shrinks after washing, and the washing effects can be unpredictable. However, Advance Denim's fabric can be customized for washing, dyeing, and distressing processes." Because it does not deform excessively after washing, it reduces waste, which is why Jason prefers using sustainable denim in his future designs
Traditional denim is known for its rugged charm but comes with a high environmental cost due to its heavy production burden on the environment. Jason emphasizes, "Sustainability is now inseparable from fashion. Denim holds an irreplaceable place in clothing culture, and Advance Denim's green approach is the trend of the future."
Advance Denim anticipates that new types of denim will gradually replace traditional manufacturing methods: "Today, the five major traditional denim brands are also beginning to adopt eco-friendly materials such as recycled cotton, organic cotton, and regenerated fibers."
Han Chong serves as a project consultant for "NEXT@Fashion InStyle," and coincidentally, Jason interned at his brand, Self-Portrait, where he received valuable advice. "Han encourages me to diversify my work, providing consumers with more choices and gradually moving away from the mindset of only showcasing designs on fashion runways. He suggests making the designs more understated for everyday wear."
“Fashion InStyle”