By expanding its use of cool transfer digital print, which mimics denim textures and effects without requiring as many resources as traditional denim manufacturing techniques, Chinese fast-fashion retailer SHEIN is pledging to use less water and energy when making its jeans.
In contrast to conventional denim production methods, SHEIN claimed in a statement that it used the cool transfer denim printing technology to make about 380,000 pieces of denim clothing in 2024, saving more than 10,000 metric tonnes of water. Compared to 2023, when 200,000 denim pieces were produced utilising this novel technique, this represents a 90% increase.
SHEIN has saved around 19,500 metric tonnes of water since using cool transfer denim printing in 2022, and the fast-fashion behemoth hopes to expand its use of the technology because it uses less energy and water and streamlines the production process.
It is well known that traditional denim production uses a lot of resources, including a lot of water and energy for dyeing, bleaching, and washing. In the cutting-edge cool transfer denim printing method, denim textures, artwork, or patterns are printed onto a transfer film utilising a digital printer and reactive ink.
In order to replicate the effects of washing denim and create features like faded finishes, whiskering, and retro-worn effects, the designs on the transfer film are then impressed into white denim fabric using cold transfer equipment. The approach uses 70.5 percent less water than traditional denim washing techniques, as confirmed by Bureau Veritas in October 2023.
The technology, SHEIN continues, also supports its on-demand business model, which uses a digitalised supply chain to match merchandise supply with customer demand. This enables the online retailer to introduce new products in small initial batches of 100–200 items, evaluate customer feedback in real-time, and replenish inventory in response to demand.
