COPENHAGEN, Denmark, 12 August 2026 – Novonesis today launched DeniBrite™, a consolidated biobleaching platform for denim, bringing together its established 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 (EIM) 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. This highlights the continued need for lower-impact alternatives that support better chemical management, worker safety and reduced environmental performance. DeniBrite™ is designed to help customers address these challenges.
Helping formulators and laundries balance performance and sustainability
The 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 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’re combining proven enzyme technology with verified sustainability documentation to help customers create authentic denim finishes while preparing for what’s next.”
Documented environmental performance
Developed by Novonesis, a bluesign System Partner, DeniBrite™ products are bluepass certified, meaning they are produced through processes that meet bluesign Criteria. The portfolio is also available in ZDHC Level 3-compliant formulations.
In addition, a screening-level Life Cycle Assessment of DeniBrite™ Cold T demonstrated approximately 40% lower global warming potential and 28% lower water consumption compared with conventional sodium hypochlorite bleaching under the assessed conditions, providing formulators with documented environmental performance to support customer and brand discussions.*
Available globally through Novonesis and its channel partners, DeniBrite™ is designed to help formulators and laundries create the denim looks brands want today while preparing for tomorrow’s expectations around compliance and sustainability.
Learn more about DeniBrite™.
*These results are specific to the modeled comparison and should not be interpreted as representative of all formulations, processes or production settings.
