Tonello colors Denim – The “Laundry (R)Evolution” way

Denim doesn’t have to stay blue. Or wasteful. Or static.

At Kingpins Amsterdam, Tonello presents a new perspective on denim finishing, one that redefines its role within the creative and production process. Finishing is no longer the final step, but the starting point of design.

Through a combination of advanced technologies operating seamlessly across the entire production cycle, Tonello now enables brands and customers to finish and recolor denim with a radically lower impact, unlocking new creative and responsible possibilities.

Smart, sustainable finishing: the foundation of Laundry (R)Evolution

• THE Laser 2.0: the next-generation, designer-driven laser that delivers consistent results at industrial speed while unlocking new creative detailing. Fast, down to the pixel.
• All-in-One System: Tonello’s most advanced washing machine, integrating four sustainable technologies to cut water, energy, and chemicals while increasing productivity.
• New dryers line: entirely designed and manufactured in-house, optimized for energy efficiency and reduced environmental impact.

All steps are managed and monitored by Metro, Tonello’s digital platform that measures real, verified consumption for each garment, including the carbon footprint of the process. This ensures full transparency and reliable data for brands that aim for responsible production.

The big news: Coloring Denim Responsibly

Building on the Laundry (R)Evolution foundation, Tonello now introduces a new way to color denim responsibly, opening up both creative and circular opportunities. Two proprietary technologies make this possible:

• Wake: natural, circular dyeing
  The first patented system for natural dyeing, Wake uses organic raw materials and vegetable waste such as plant matter, peels, and fruit or vegetable rinds. These are dried, infused, and transformed into rich natural colors. The entire process is fully organic and compostable, generating zero synthetic waste. Its denim overdyeing capsule, “The Botanicals,” features softly vibrant tones inspired by the calm spectrum of nature.
• DyeMate: responsible indigo and beyond
  DyeMate is the first patented technology that allows garment dyeing with indigo – as well as sulfur and VAT dyes – in a single, low-temperature process. It delivers deep tones or bold overdyed effects, even on raw denim, while cutting time, water, and chemical use compared to traditional methods. It is the natural evolution of Tonello’s earlier Sulfur Essence collection, originally developed for ready-to-dye garments.

This new approach is not just for new collections. Wake and DyeMate are strategic tools to give a second life to unsold stock or past seasons’ garments, completely changing their look, palette, and identity. It is a smart, sustainable way for brands to refresh collections and reduce waste while adding value to what has already been produced.