Hong Kong’s sustainable living retail store Fabrica X has launched Denim Futures – a campaign for new innovations and efforts to promote denim sustainability.

Aimed to raise awareness among consumers and introduce alternative sustainable supply chain players to businesses, the campaign has the support of key sponsors Levi’s and Advance Denim along with other ecosystem partners.

Visitors will have the opportunity to see and touch new material innovations, as well as purchase sustainable denim products from a curated range of retailers.

There is also an upcycling workshop and 3D digitalisation experience offering hands-on experience of how the future of denim would look like.

“The Denim Futures campaign at Fabrica X provides a behind-the-scenes look at the incredibly innovative and creative denim technologies,” said Cintia Nunes, GM, head of Asia at The Mills Fabrica, a go-to solutions platform that operates Fabrica X.

“And at the same time, we also call for support from every ecosystem player, from retailers, manufacturers to consumers, to accelerate the scalability and accessibility of sustainable denim, bringing the future of denim one step closer.”

The Denim Futures campaign will run until July 22. The Mills Fabrica is also planning to further amplify the impact retail store concept by launching Fabrica X at more global locations, in addition to its innovation gallery in London.