New Launch Award

WINNER: Kontoor Brands

Entry Overview

Launched – and quickly sold out – with its Lee brand, Kontoor Brand’s Reactive Pigment technology eliminates the need to use the vast amounts of energy, water and chemicals that comes with manufacturing traditional denim, by printing directly onto the cotton instead.

Press release

Official announcement of the World Sustainability Awards 2024 winners and highly commended

Winner’s digital badge

Download your badge of honour and share with your network using #WSA

How does it feel to win an award?

Watch Kontoor Brands instant reaction to winning the coveted New Launch Award.

Judges’ feedback

“Who would have thought printing jeans could be a solution, let alone an effective sustainability pathway? Genuinely creative, decisive and a standard-setter.”

2023 Hall of Fame

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