Emily Gubbay

Infinity Blue is a circular colour-sharing system that recovers synthetic indigo from denim waste. Using a natural process that is free of harsh chemicals, it transforms waste denim into a sustainable source of indigo. 

Each year, 2 million tonnes of denim are discarded globally - enough to dye 5 year's worth of the industry's denim production. By recovering pigment from this waste, Infinity Blue has the potential to replace the 50,000 tonnes of synthetic indigo currently produced annually, reducing the need for virgin dye production.   

In collaboration with Blackhorse Lane Ateliers, London's only selvedge denim maker, the jeans are printed with the indigo extracted from 50g of their denim off-cuts, showcasing the circular potential of indigo colour recovery. 

By sourcing colour from waste, Infinity Blue challenges us to see the value in what we discard and envision a future where colour is shared and endlessly reusable.