Denim retailers have explored in-store tailoring, repair services, and laser finishing to attract consumers looking for personalized, customizable experiences. Now a new retail concept links natural dyes to one-of-a-kind garments.
Madrid-based retailer and natural dye producer Tintoremus Studio recently launched Re-Dye Corner, a service that allows consumers to re-color garments they already own.
Customers are encouraged to bring clean natural fabric garments like cotton, linen or silk. If the garment is made with a blend, most of the fiber content must be natural. The items must have a light initial color like beige, white or pale pastels.
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Then, they can choose one of Tintoremus’ natural dyes including indigo, lilium, flamma, olea, herbalis, albus, arbor, granatum, and solaris. Shades span blue, rust, yellow, pink, beige and brown.
The dyeing process is done by hand by the Tintoremus team. Customers can attend the process if they wish by making an appointment. Each dyeing process is unique due to natural variations in the dye and the artisanal process.
The dye takes three to five days to dry and set. Upon pickup, the staff provides washing instructions to maintain the natural color.
Tintoremus Studio dyes T-shirts, blouses, button-down shirts and sneakers. Dye services cost 10-12 euros.
With Re-Dye Corner, the Spanish apparel brand aims to give garments a second life through color. The initiative aligns with the natural indigo grower’s sustainability ethos.
The company’s Tintoremus S.L. pigment is a completely natural extract without any synthetic components, obtained from Persicaria tinctoria plants from plantations in Santa María de las Lomas in Spain and harvested during the spring and summer of 2024. With more than 350,000 plants, Tintoremus says they are the largest indigo cultivation in Europe.
In February, Tintoremus entered a partnership with Spanish mill Tejidos Royo. As part of the agreement, the mill is making to Spanish cotton fabrics with natural indigo and Dry Indigo technology.
