Joanna Engelberg is Sustainability Director at The New Denim Project, a third-generation family business that creates high-end eco-textiles made purposefully and ethically.
After five years in Israel with her sister Arianne -- Creative Director of The New Denim Project -- she came home to Guatemala passionate about environmental & social impact. They created a fully-closed loop system with 100% sustainable, conscious and patient textiles at its core. Their yarns, fabrics and products are made from upcycled pre-consumer textile waste from vast denim mills, reducing consumption of new products, minimizing the waste of raw virgin material and reusing discarded textiles and fibres to elongate their life span. Final cotton waste that cannot be spun is donated to farmers and coffee-growers to use as compost and serves as an organic fertilizer. As true eco innovators, the New Denim Project is fashioning zero waste, transparent style for people and the planet.
“The goal of the upcycle is a delightfully diverse, safe, healthy, and just world with clean air, water, soil, and power—economically, equitably, ecologically, and elegantly enjoyed. Upcycling is the most exciting project of all. It’s going to take all of us. It’s going to take forever. And that’s the point.” - The Upcycle by William McDonough and Michael Braungart.