A pioneering Swedish denim fashion brand established in 2023, Madh has teamed up with Italian denim manufacturer Candiani Denim to launch a new sustainable denim collection.
The collection comprises ten meticulously crafted pieces, including five-pocket jeans and a denim Western-style jacket, available in an array of colors. From classic boot cuts to contemporary flares, the collection caters to diverse style preferences, emphasising versatility and durability. Priced at €220 for jeans and €240 for the jacket, these premium offerings are retailed through Candiani Denim's flagship store in Milan and the Madh website.
The collection will be crafted using a blend of up to 26 per cent post-consumer recycled cotton (PCR) sourced from Candiani and cotton fibers cultivated from regenerative, non-GMO European cotton derived from Blue Seed—a proprietary hybrid cotton seed developed by Candiani in collaboration with Gowan Seed Company.
Undertaken by Algosur in Andalusia, the cultivation of Blue Seed cotton involves employment of regenerative agriculture techniques to ensure environmental stewardship and transparency throughout the entire supply chain. Candiani's ownership of Blue Seed facilitates meticulous traceability from cultivation to production, setting new standards for accountability in the industry.
Blue Seed's hybrid nature imbues the cotton with ‘hybrid vigor,’ endowing it with superior physical attributes such as enhanced fiber length and strength. Consequently, fabrics woven from this cotton exhibit exceptional quality, durability, and resistance—an essential characteristic for Madh's philosophy of longevity in fashion.
