“Transparency isn’t new, but people want more information and this will become the greater norm,” Jason Kibbey, CEO of The Sustainable Apparel Coalition, said speaking at Kingpins Transformers in New York City.

Talk at Transformers centered on ways the jeans business can become less opaque and more forthcoming with its practices, values and quality of ingredients.

Transparency is designed to keep brands honest about what goes into creating their products. It is the only solution to green washing marketing in denim.

A transparent company is like living in a glass house. By being exposed and vulnerable to the outside world, everything from the décor and cleanliness of the house, to the activities that take place inside will change. That level of visibility puts the pressure on brands behave better, enhances accountability and unlocks collaborative innovation.

Also transparency is a tool to drive impact. As a collective industry we can start to recognize our challenges and then come together to create solutions. Bringing that information out is key to make it happen.

Although transparency has evolved in recent years, it still remains a challenge in the deeper supply chain tiers and at large scale. Deciphering how much information consumers need to know is part of the hurdle for companies like Candiani, which use a portfolio of proprietary and exclusive technologies to develop their denim.