AGI Denim, a denim manufacturer based in Pakistan, has partnered with the sustainable indigo dye startup, Huue. Huue's technology, Huue Indigo, uses microbial processes to create bio-based indigo, which is a more sustainable way to dye denim and jeans. This sustainable indigo is less polluting and does not contain toxic ingredients found in traditional indigo dye.

Huue's technology creates a bio-identical match to traditional petrochemical indigo, making it compatible with existing denim industry equipment. AGI Denim plans to bring denim made with this eco-friendlier indigo to market quickly to showcase its sustainability benefits.

Scaling a bio-based product like Huue's sustainable indigo can be challenging, but the company has worked to ensure its product meets the same performance criteria as traditional indigo, so brands and manufacturers don't have to make trade-offs in terms of performance when choosing sustainability.

AGI Denim has already used Huue Indigo in its TOMORROWLAND collaboration with Jonathan Cheung, marking the company's 30th anniversary. This partnership between AGI Denim and Huue offers a promising step toward more sustainable denim production in the fashion industry.