At the last Premiere Vision (Denim edition) in Barcelona, we had the immense honour of interviewing Mr. Enrique Silla (President of Jeanologia). It’s great to see a Southern European company like Jeanologia from Spain; leading the way in the textile industry once again!
We hope that this is just the beginning of many success stories to come. Count on us to tell you all about these “behind the scenes” pioneers that are revolutionising our lifestyles. We’d also like to take advantage of this opportunity to congratulate Jeanologia on winning the WSGN AWARD in 2013.
1. A part from being a world leading supplier to the denim industry, you’re also leaders in laser technologies for denim – at what point you decide to explore other sectors like foodstuffs, beverages and metal for example?
Well, we are already supplying the sectors you just mention. For laser coding and packaging in food and beverages, our OEM division develops different applications and devices that are implemented at some of the most advanced and prestigious factories and facilities all over the world.
2. Given that you’re present in most facets of the denim production process, could you please let us know who exactly your customer is? Is it, cotton mills, brands, dept. store white labels?
We are basically supplying finishing technologies. Laundries and manufacturers are our natural clients. Now, we have developed what we call Dynamic technologies that go back to the fabrics into the mills. In addition to that, now brands are demanding sustainable ways to produce and control what has been done in the entire supply chain. So, from weavers to brands, Jeanologia is present at every single step for offering sustainable finishing, and low-impact outputs.
3. Does it not frustrate you to be so at the forefront of technology – do you sometimes wish, envisaged or ever had in mind to maybe one-day sell directly to end-consumers?
We are very focused on our business, our clients and our mission. We are helpers, we are agents for the change. We care about how things are done and do not want to get distracted. Brands are there to explain to the end-consumers about responsible purchasing behaviour. We team up with them to change the current market.
4. We have a lot of fashion and textile industry students as readers as well, we’d therefore like to know which are the schools or universities that you collaborate with? If any?
We are pretty active with Engineering Schools and Business schools. The first ones are the key to R&D. The second ones are to make it possible and marketable. The Polytechnic University in Valencia, ESIC Marketing & Business School are some examples of such collaboration.
5. What are your views on those companies (obviously referring to denim manufacturers) that still sand blast and/or use technologies from the past?
There are still denim manufacturers and brands that sand blast. They are the past and are absolutely condemned to be extinguished. Brands that want to have a future will definitely need invest and bind their vendors to go sustainable, respectful and efficient. This is already a fact that will become a general behaviour in the near future.
6. Can you explain to us what are the main benefits of eco-efficient technologies, what does it set-up entail in terms of production plant needs or resources?
Eco-efficiency means that your energy, chemical and water consumption are dramatically decreased to almost 90% less than the average levels by non-sustainable methods. This is an enormous change that transforms the way the industry is conceived. In terms of labour safety, workers now are not under stressing and harmful situations such as, for example, sandblast or hand-scrapping. Laser and ozone machines are more efficient and way much less polluting.
7. Do you have a problem getting your customers to adopt your new methodology? If so, do you think it’s related to cash outlay needed?
We would certainly prefer to make this revolution go faster. However, each company has its own individual circumstances and these technologies require a certain amount of investment – one that has to be explained and justified to and by each client. It always takes a while to convince them; but once they understand what technology can do for them and/or the survival of their company – most jump on it straight away!
8. What key arguments do you use to make them understand that your know-how can really help them increase their productivity whilst improving their worker safety?
Each argument is different for each business and company situation so there is not a unique key argument to make them aware of the relevance of our technologies. Having said this, efficiency, ecology and economy are always illustrated by figures. Numbers and measures are our best friends when it comes to making sure that change becomes reality.
9. It took vision and guts to be the first to build a representation office in Guangzhou China. It’s a fact that today, it’s second to none! We’re however interested in knowing if one day, you think that denim production in Southern Europe will be possible again?
We firmly believe that a more sophisticated and high tech reindustrialization is to be born in Europe very soon. More specialised manufacturers and developers. Closer to market companies are to open. “Back to Europe” is here and Southern Europe is historically the most relevant candidate to lead this move.
10. Given you’re a Spanish company – according to you, what are the key factors affecting Spain’s re-industrialisation within the denim industry?
Labour costs, access to capital, and market orientation of the Spanish companies are some of the critical factors that are going to play a role in the future of Spain at any given sector. For the Spanish Denim companies, these will be also key with no doubt.
11. Finished denim products have gone from rogue to vogue and yet wabi-sabi aesthetics like asymmetry, asperity, irregularity and uniqueness have never been so popular! So the question is, how can your customizable concept become more than a side business for those major brands simply interested in increasing numbers?
Time is scarce. People want & need to rush. That is a fact. We did not invent stonewashed pants or permanganate and they are still being used in 80% of the Worldwide Jeans production. Our technologies are not just a fad or something fashionable. We are here to do the right thing and not to destroy our planet with traditional mass production and irresponsible consumption. We are here to stay and change the future now.
12. We’ve noticed on your stand, that you promote tavex fabric? What is the reason for this?
Dammit, we do not…They are our neighbours and they did a good booth branding so we were happy to promote them.
13. We know that Alex Penades – your marketing Director is leading your customisation machinery project and roll-out, can you tell us more about this revolutionary technology and how it can help brands increase sales at store level?
Clients are now looking for special things because end-consumers always want more. They want to be amazed and need to feel unique. Mass production has reigned for more than a 60 years already and has become global in the past 25 years. The time has come to let new technologies help consumers reach – together with brands – a different status.
Laser makes customization simpler, easier and faster than traditional techniques. Laser gives a huge range of possibilities to graph and to create different designs on any denim & non denim garment, even sneakers and accessories. We are very hot about this project and so are the brands that are getting into this groove (in trendy terms). Believe me, the Nano Laser Customization is only going to get more and more popular. Mind you, it’s already being used by trendy brands.
It’s important that Media & Opinion leaders like you create a very powerful consciousness about Ethical & Sustainable Consumption. You guys influence the final consumers and you have the necessary visibility to help people change their opinion and, more importantly, their behaviour. So please, help us change the world!
Totally agree, our readers need to know that these unconventional processes will certainly turn basic products or should I say, obsolete inventory into dynamically transformed goods which will “rock” the world if not change it. Serving to prove that denim fabric is capable of outperforming other fabrics – simply because it’s like a good wine, as it ages better!
So there you have it, with its new laser dynamic technology and G2 Dynamic tech, Jeanologia has turned this wonderful fabric De Nimes; into something that leads to endless creative opportunities for brands – one which today, we know as Denim.