MONDAY DECEMBER 15, 2025
Denim has always been a material with memory. It starts as something practical, then softens with time, carrying traces of the life lived in it. That sense of familiarity is part of its appeal. In Genoa, a Studio Concepts windowcovering design, denim steps into a new role. Reclaimed fibers are handwoven into a textile that feels both grounded and elevated, celebrating what endures and what can be renewed.
A FIBER WITH A SECOND LIFE
Genoa is woven with a recycled denim yarn made from finely shredded cotton denim reclaimed from worn jeans and production scraps. These denim fibers are blended with recycled PET (polyester) created from post-consumer plastic bottles. The PET functions as a supporting fiber, allowing the denim to be spun into a continuous thread that is both soft and resilient.
Before shredding, the denim is carefully sorted by color. This preserves the authentic indigo-rooted hues and produces tonal blues, greys, and softened neutrals without heavy re-dyeing. The color appears honest and naturally dimensional, with subtle shifts that feel lived-in rather than overly uniform.
HOW IT IS MADE
The recycling process begins by collecting and sorting used denim and scraps, then removing hardware like zippers and rivets. The fabric is mechanically shredded into fibers and blended with PET. The mixture is then spun into yarn.
Because reclaimed denim fibers vary in length, the yarn retains a lightly textured, tweed-like surface with gentle slubs. These quiet irregularities are a signature of the fiber and part of what makes it so expressive in a handwoven design. The yarn has a soft, linen-like hand and an artisanal character that enhances the surface of the finished textile.
WHY RECYCLED DENIM MATTERS
This fiber choice is rooted in renewal and responsible design.
- Naturally retained color. That means far less re-dyeing, which reduces water use, energy consumption, and chemical processing.
- Waste diverted, value restored. Reclaimed denim fibers and recycled PET from plastic bottles are redirected from landfills and reintroduced into the design cycle as a lasting material.
- Lower water footprint. Producing virgin cotton is highly water-intensive. By reusing existing cotton denim, this fiber helps avoid the significant water demands associated with growing new cotton.
- A circular material story. This yarn extends the life of two everyday resources, textiles and plastics, and transforms them into something elegant and enduring for the home.
Recycled denim yarn demonstrates how thoughtful material choices can minimize environmental impact while still delivering beauty.
CRAFTING SANCTUARY, RESPONSIBLY
Every fiber we choose is selected with intention. Genoa reflects our belief that sustainability and luxury belong together, and that the most compelling materials often carry a story of care. What once lived as everyday denim is now transformed into a handwoven design for the home, crafted to last, grounded in heritage, and shaped by the possibilities of renewal.
