April 11, 2022
Indian fashion designer and designer JJ Valaya has launched a new brand called JJV, with all clothing made from TENCEL Luxe vegan silk. The collection was first shown at FDCI x Lakmé Fashion Week in Mumbai.
TENCEL Luxe lyocell filament yarn is derived from renewable wood sources using a closed-loop process. The yarn is said to produce fabrics that are extremely soft to the touch and naturally comfortable, with a feel very similar to silk.
JJV is described as a “bridge to luxury” collection, marking the first time Valaya has ventured into this category. The formalwear brand offers patterns such as chevron stripes and graphic prints, without the heavy embroidery typical of Valaya collections.
TENCEL yarn is now used by a number of manufacturers as a more ethical and sustainable alternative to silk. Among them is Veshin, a sustainable vegan fashion factory in China. Uggs has also started using TENCEL to make the lining and down of some shoes in its eco-friendly line, launched last year.
“I think it’s important to remember that this is our planet, it’s our moral duty to do everything we can to ensure it remains a fabulous place for us and for generations to come.” , JJ Valaya told Vegan First.