Novonesis has launched DeniBrite, a consolidated bio-bleaching platform for denim that brings together the company’s enzymatic bleaching solutions, designed to help formulators and laundries create distinctive denim looks while balancing creativity, process performance and compliance.
Denim formulators and laundries face growing pressure to reduce reliance on traditional bleaching chemistries while continuing to deliver the bright contrasts, vintage fades and authentic finishes that brands and consumers expect. According to the latest Environmental Impact Measurement in the Denim Laundry Industry Progress & Insights 2025 report, chemical management remains one of the denim industry’s biggest opportunities for improvement, with 27% of finishing processes still classified as having high chemical impact. The company said this highlights the continued need for lower-impact alternatives that support better chemical management, worker safety and reduced environmental performance, challenges DeniBrite is designed to help customers address.
The new platform combines DeniBrite Cold T, for bright, contemporary looks through low-temperature bleaching, and DeniBrite Vintage, for authentic vintage finishes and grey-cast effects. Together, the solutions are intended to give customers greater flexibility to meet different brand, fashion and consumer preferences while reducing reliance on traditional bleaching approaches.
“For decades, denim bleaching was about achieving the right look. Today, it is also about proving how that look was made,” said Hans Ole Klingenberg, vice president, Planetary Health Biosolutions, Novonesis. “Brands, formulators and laundries increasingly need confidence that their bleaching systems can meet evolving expectations around chemical compliance and sustainability. With DeniBrite, we are combining proven enzyme technology with verified sustainability documentation to help customers create authentic denim finishes while preparing for what’s next.”
Developed by Novonesis, a bluesign System Partner, DeniBrite products are bluepass certified, meaning they are produced through processes said to meet bluesign criteria. The portfolio is also available in ZDHC Level 3-compliant formulations.
According to the company, a screening-level Life Cycle Assessment of DeniBrite Cold T showed approximately 40% lower global warming potential and 28% lower water consumption compared with conventional sodium hypochlorite bleaching under the assessed conditions, intended to provide formulators with documented environmental performance data to support customer and brand discussions.
DeniBrite is available globally through Novonesis and its channel partners, and is designed to help formulators and laundries create the denim looks brands want today while preparing for evolving expectations around compliance and sustainability.
