Fast-fashion giant SHEIN has teamed up with NTX® to introduce Cool Transfer Printing, a state-of-the-art technique that eliminates water-intensive processes, showcasing the brand's commitment to the environment and fashion innovation.

Traditionally, producing denim involves using large amounts of water for dyeing and achieving specific looks. However, Cool Transfer Printing employs a digital printer to instantly replicate denim washing effects, achieving a vintage aesthetic without water waste. Verified by Bureau Veritas in October 2023, this advancement reduces water usage by 70.5% compared to conventional methods.

In addition to environmental benefits, Cool Transfer Printing offers designers new creative opportunities. With a wider color range and unique style options, a variety of denim designs can now be realized. The process involves applying the selected pattern directly onto denim fabric using reactive ink.

By incorporating this technology into their supply chain, SHEIN enables on-demand denim production, offering consumers a broader selection of stylish and sustainable options at affordable prices. This collaboration positions SHEIN as a leader in sustainable denim manufacturing, setting a new standard for eco-friendly denim production.