On 26 February, DEPLOY was honoured to present its latest 360 Sustainability Collection at the UK Ambassador’s Residence in Brussels, hosted by the UK Mission to the European Union. The reception brought together EU policy partners, innovators and industry leaders to spotlight how circular innovation from the UK is being delivered in practice — ahead of the UK Government’s upcoming Circular Economy Growth Plan.
During the evening, a catwalk was set within the historic residence to showcase DEPLOY’s latest designs, marking a meaningful moment for the brand as it begins celebrating its 20th anniversary year across key capitals around the world.
A highlight of the presentation was the unveiling of DEPLOY’s first-ever denim capsule, created using a groundbreaking banana-fibre textile developed by material innovator 29acacia. The innovative fabric is made from agricultural banana waste — transforming discarded banana tree trunks, which are often burned, into spinnable yarn suitable for industrial-scale production.
Since its founding in 2006 by Dr. Bernice Pan, DEPLOY has been guided by its 360° Sustainability Compass, designing with equal care for the wearer, the maker, communities and the environment — from before the supply chain begins to beyond the point of sale. The brand’s approach demonstrates how circular strategies and commercial success can reinforce one another.
Until now, DEPLOY has deliberately avoided denim due to the sector’s intensive water use, reliance on synthetic chemicals and significant carbon footprint. This new capsule represents a turning point — showing how innovative materials can unlock the creative and commercial potential of a more responsible denim alternative.
Developed by 29acacia, the banana-fibre technology dramatically reduces water use and carbon emissions compared to conventional denim production, while also creating new economic opportunities for farmers by purchasing agricultural waste that would otherwise be discarded.
Dr. Bernice Pan, Founder of DEPLOY, shared: “This collaboration with 29acacia marks the world debut of this fibre-to-fashion regenerative innovation — demonstrating how circular economy policies can translate into real commercial opportunities. When care and creativity are built into the core of business, it benefits the wearer, the maker and the planet that sustains us.”
Sarah Angold, Founder of 29acacia, added: “The next phase of material innovation must meet the needs of the planet and people as well as industry and market. Our technology converts agricultural waste into soft, durable yarn with game-changing reductions in environmental impact. By partnering with DEPLOY, we’ve shown how circular materials can be integrated into high-level design craftsmanship to deliver both performance and elegance.”
The Brussels showcase marks an important milestone in DEPLOY’s ongoing mission to demonstrate that circular design, innovation and responsible business can shape the future of fashion.
Read more on Country & Townhouse: https://www.countryandtownhouse.com/style/fashion/deploy-29acacia-banana-denim-capsule/