When Fashion Meets Sustainability: Introducing the Unthinkable Denim

It took five years of research partnerships and countless prototypes to create the Unthinkable Jacket and its groundbreaking fabric and share it with the world. To our fellow fashion designers, buyers, and influencers, we want you to collaborate with us by using your creative prowess to create, inspire and share garments like the Unthinkable Jacket to take this sustainable fashion movement to the next level.⁠

We teamed up with the University of Bologna to develop innovative fashion products such as our Photocatalytic Denim jeans that help clean the air. Photocatalytic denim uses nanocomposite technology and sunlight to help eliminate pollutants from the air.⁠

⁠The Unthinkable Jacket is a case of fashion giving to nature instead of taking from it. The fashion industry has caused so much damage to our planet in such little time: it's our collective responsibility to put an end to it.⁠

Denim Prive's commitment to having a positive impact on the environment is reaching a new height with this dynamic hero piece.⁠

Our Unthinkable Jacket was designed with photocatalytic denim, which contains a chip to calculate and track your impacts on the Privé App. We gifted the prototype to 200 industry leaders upon its launch in 2021, and they have been using their jackets to clean the air around them.⁠

Interested in using our Photocatalytic denim for your garments?⁠

Reach out to our team to find out how you can turn this fabric into fashion.⁠