Aus der Branche

Tajima Software Solutions and Coloreel launch a software for the personalization of embroidery designs. Designed to cater to both in-store and online shopping experiences, the new software Pulse ID allows users to customize their embroidery. It offers the flexibility to edit text, add effects, and colors.

This collaboration marks a full integration of the Coloreel technology with Pulse ID and Tajima's embroidery machines. The result is a seamless and efficient solution, ideal for in-store embroidery services or for enhancing the offerings of online shops.

The global fashion retailer H&M has joined forces with Coloreel to introduce a pioneering approach to customized embroidery. This new partnership allows customers at the H&M Alexa store in Berlin to personalize their apparel with a myriad of expressive designs.

The program marks the start of a new and innovative in-store pilot developed by H&Mbeyond. Customers can select from a diverse library of designs that will be updated on a weekly basis.

Coloreel redefines the art of embroidery, offering an unlimited spectrum of colors at the touch of a button. The technology reduces wastewater by 97% and utilizes recycled thread, marking a significant step towards more sustainable production.

“Our partnership with Coloreel reflects our commitment to enhance the shopping experience through innovative solutions,” states Oliver Lange, Head of H&Mbeyond. “By embracing this advanced technology, we can offer our customers a unique and engaging store visit."

With the collaboration, H&M and Coloreel want to explore ways to create brick-and-mortar shopping experiences and analyze the influence that a technology like Coloreel’s has on in-store purchases.

The service is offered at the H&M Alexa store in Berlin during Q4 2023. While the service currently extends to products within the store, plans for embroidering customers’ own garments might be added later. This approach would extend the lifespan of garments, creating a positive environmental impact.

Members of TMAS – the Swedish textile machinery association – are proving instrumental in pioneering new sustainable processes for the dyeing, finishing and decoration of textiles.

The wasteful processes involved in these manufacturing stages are only one component in the development of viable circular supply chains for textiles that are now being established in Sweden.

At the recent Conference on Sustainable Finishing of Textiles, held across three separate afternoons on September 30^th, October 1^st and October 7^th, delegates heard that Sweden will introduce extended producer responsibility (EPR) for waste textiles and clothing at the beginning of 2022, ahead of the adoption of a similar European Union-wide EPR system in 2025.

New fibers
Swedish companies are also active in the development of new fibers derived from waste clothing, building on the country’s legacy leadership in pulp and paper production.

At the Sustainable Finishing of Textiles Conference, however, it was said that all of the environmental gains made by such sustainable new fibers can potentially be cancelled out in the further processing they are subjected to – and especially in resource-intensive conventional dyeing, finishing and decoration.

TMAS members Baldwin Technology and Coloreel have both developed solutions to address this issue.

TexCoat G4
During the conference, Baldwin’s VP of Global Business Development Rick Stanford explained that his company’s TexCoat G4 non-contact spray technology significantly reduces water, chemistry and energy consumption in the finishing process. It consistently and uniformly sprays chemistry across a fabric surface and applies it only where needed, on one or both sides.

Instant coloring
Coloreel’s CEO Mattias Nordin outlined the benefits of his company’s technology which enables the high-quality and instant coloring of a textile thread on-demand and can be paired with any existing embroidery machine without modification. This enables unique effects like shades and gradient to be achieved in an embroidery for the first time.