Morocco is one of the main players in the African textile industry. Incorporating fresh textile strategies, Moroccan jeans producers are embracing technology. Morocco’s fashion-forward goal for 2025 is to have a denim sector that is 100 per cent sustainable. The Moroccan textile industry represents nearly seven per cent of the country’s GDP.

The country’s denim producers want Moroccan denim to be more present in the international market, where it is not present today. They have created a cell of innovation and development to make this industry less polluting and cleaner. Moroccan Denim Cluster, comprising Moroccan denim manufacturing companies, works toward improving the brand image and reputation of the Moroccan denim industry and casual wear through better positioning and stimulating innovative collaborative projects in this area.

The New Wash Group has created Koala, a line of fashionable jeans, using inventive means. Environmental responsibility is a priority, while sustainable jeans are the goal. Jean fabrication is a very polluting industry. To raise awareness of the importance of producing clean denim, the Moroccan Agency for the Development of Investments, in collaboration with French designer François Girbaud, has launched Cleaning the Planet, a collection that proposes 100 per cent Moroccan solutions to denim brands. It focuses on an ecological path by recycling denim and using laser technology.