At Denim PV Milan, Tonello introduces a renewed interpretation of denim finishing, one that goes beyond the traditional idea of “the final step”. In this vision, finishing becomes a creative engine, a space where ideas materialize and responsibility guides every choice.
With a suite of interconnected, forward-thinking technologies, Tonello invites brands to explore denim through a wider creative spectrum. Each stage of the process is orchestrated to reduce impact, improve efficiency, and offer designers a new set of expressive tools.
Innovation as a catalyst for expressive and responsible design:
- THE Laser 2.0: offers designers the precision and agility to experiment freely. Its ability to sculpt patterns and details with pixel-level control brings artistic exploration to industrial scale.
- All-in-One System: unites four sustainable technologies into one machine. It refines washing performance while lowering the demand for water, energy, and chemicals.
- The new Tonello dryer line: developed entirely in-house, optimizes every cycle for reduced environmental impact and improved energy use.
Guiding the entire workflow is Metro, Tonello’s digital control hub. Metro records real consumption values for each garment, including its carbon footprint, ensuring that responsible design is supported by transparent and verified data.
The breakthrough: a natural and circular way to color denim
At the heart of the concepts is Wake, the first patented system for natural dyeing. Wake transforms organic materials and botanical waste into color: leaves, peels, skins, and fruit or vegetable scraps are dried, infused, and turned into deep, natural pigments.
The process is entirely organic, fully compostable, and free from synthetic residues, making color not only beautiful but genuinely clean.
The Botanicals: where denim blooms again
Wake becomes the creative pulse behind The Botanicals, a capsule collection that redefines the potential of natural color. Vintage denim pieces are repurposed and recolored, emerging with soft yet expressive tones inspired by the muted richness of the botanical world. Each garment is infused with a renewed personality, showing how nature can guide both aesthetics and purpose.
This approach extends far beyond new-season collections. Wake allows brands to bring unused inventory or past-season garments back into circulation by transforming their colors and visual identity. It is an effective, responsible strategy that reduces waste, adds new value to existing pieces, and unlocks fresh creative narratives.
