Pakistan-based US Denim Mills, a company of US Group, is on a mission to sustainably reshape the denim industry with its latest collection, The Roots. Launched at Kingpins Show and Denim Days in Amsterdam in October, the collection is a new fabric line from the denim manufacturing division of US Group. It pays tribute to “the enduring craft” of denim making, celebrating heritage, natural materials and eco-friendly production practices, according to Intizar Ali, general manager of research and business development at US Denim Mills.
“Grounded in tradition and driven by eco-conscious innovation, the Roots collection draws from centuries-old techniques and natural indigo,” Ali said. “This collection embodies a deep commitment to sustainability while preserving authenticity, using fabric woven on classic selvedge shuttle looms and incorporating regenerative cotton.” The sustainable Roots collection, according to Ali, was designed to offer a legacy-driven perspective that resonates with both denim enthusiasts and industry professionals.
“Our heart is deeply rooted in the history of denim. Our textile tradition has been using natural indigo for centuries. Roots is our tribute to our heritage. Indigo is our love and denim is our life,” said Piero Turk, design consultant at US Denim Mills. “We combine tradition and innovation, creating a unique range of products for real denim lovers with old selvedge looms, regenerative agriculture cotton and natural indigo.” In support of the collection, US Denim Mills created oversized denim garments using textiles from The Roots collection. Every detail—from sourcing larger rivets and buttons to ensuring precise stitching—was carefully crafted to reflect the dedication and craftsmanship behind The Roots.
“Last season’s hemp initiative Sativa ReJean sparked Denim Dudes’ continued collaboration with US Denim Mills and inspired us to build on their expanding hemp program,” Amy Leverton, founder of Denim Dudes, said about the creative direction of the collection. “But this season, we wanted to create something both fun and interactive that blends notable denim history with innovative fabric direction. We reimagined the archival and iconic ‘giant jeans’ for today, honoring denim’s past through a fresh, modern perspective. The project was so well received, and we had so much fun watching all the visitors at Kingpins Amsterdam playing dress up.” Beyond The Roots collection, US Group is committed to responsible production through its “Sustainability Challenge 2025” project. This initiative aims to achieve measurable social, environmental and economic impacts with clear goals for lasting change, Ali noted. By aligning with 12 United Nations Sustainable Development Goals (SDGs), the US Group is committed to promoting a more balanced, sustainable future.
