Tonello between Egypt and New York: two events, one evolving language

Two important moments for the global denim community are just around the corner, and once again Tonello will be there, bringing its vision of innovation as lived experience.

From January 19 to 22, our journey unfolds across two continents, touching down in Egypt for Denimsandjeans Egypt and continuing in the United States at Kingpins New York. Two different contexts, one shared direction, where technology, research, and creative exploration meet.

Egypt: innovation at the core of garment finishing

At Denimsandjeans Egypt, we will showcase the latest advancements in garment washing, dyeing, and finishing, reaffirming our commitment to solutions that combine efficiency, creativity, and responsibility.
Among the highlights is Sulfur Essence, an immersive exploration of indigo and sulfur dyeing that reveals the expressive depth of these iconic color families. This collection is made possible by DyeMate, Tonello’s proprietary system for indigo garment dyeing, designed to deliver precision, consistency, and elevated aesthetic results while redefining production standards.

Through these innovations, our presence in Egypt becomes a space for dialogue with manufacturers and designers, focused on how technology can support both performance and creative freedom.

New York: where color returns to nature

At the same time, across the Atlantic, Tonello will take part in Kingpins New York with Botanical Alchemy, a research-driven yet poetic study of color that brings garments back into conversation with nature.

Rooted in experimentation and respect for raw materials, the project explores organic matter and plant-based waste as a living palette. Time, temperature, and fabric character shape each outcome, allowing tones to deepen, drift, and settle with organic nuance. Every piece carries the quiet imprint of the ingredients that created it, resulting in garments that feel less manufactured and more grown.

At Booth #G, Botanical Alchemy will also come to life through a live workshop dedicated to natural dyeing and botanical techniques. Plant-based pigments, circular processes, and elemental reactions guide the transformation of textiles, generating unique patterns and soft discolorations shaped by material rather than control. Dyeing becomes an act of quiet alchemy, where each garment emerges as a singular, organic expression.

Two destinations, one shared vision

Our presence in Egypt and New York is more than a double appointment on the calendar. It reflects a unified approach to denim innovation, where technology serves creativity, experimentation respects materials, and processes are designed with awareness of their impact.

Join us where innovation turns into experience, and where denim continues to evolve beyond expectation.
📍 Denimsandjeans Egypt – Booth 32
📍 Kingpins New York – Booth #K and Booth #G

BOTANICAL ALCHEMY: live workshop
📍 Kingpins New York – Booth #G