AGI Denim and Huue claim the innovation is a first for Pakistan as it uses bio-based technology that mimics how colours are made in nature.

Huue Indigo uses microbial fermentation to digest sugars that produce natural enzymes that create the desired colour.

The two companies say the dye is just as effective a conventional dyes, with a lighter environmental impact and no need for potentially toxic chemicals.

Huue’s CEO and co-founder Michelle Zhu says the innovation is a “momentous milestone for making Huue Indigo available to the market and showcasing our commercial readiness.”

Zhu says: “We are thrilled to partner with AGI Denim and support their leadership in reshaping the denim sector. Our collaboration represents what is possible with innovative and change-driven partners. AGI Denim's latest fabrics, dyed with Huue Indigo, offer performance on par with conventional indigo while eliminating fossil fuels and toxic chemicals from the key ingredient in making our jeans. This partnership underlines our shared commitment to a cleaner, greener future.

"Partnering with Huue enables AGI Denim to seamlessly integrate sustainable raw materials and state-of-the-art eco-friendly production processes, making them a formidable force in responsible manufacturing."

AGI Denim’s executive director Hasan Javed adds: "This collaboration is a ground-breaking endeavour with the potential to be a game-changer in the denim industry."

In June 2022 AGI Denim became the first Pakistan company to achieve B Corp certification.

Earlier this month (October) AGI Denim exhibited its first 100% recycled denim made at scale with Renewcell at the Denim Futures event in London.