Over its nearly 50-year history, US Group has established itself as a pioneer in sustainable fashion with a strong commitment to corporate governance, specifically in the denim sector.
While denim fashion remains a core passion, the Pakistan-based company’s attention extends beyond this category, with a diverse range of fabrics and apparel for non-denim and workwear needs. US Group has also expanded into the logistics sector and plans to implement nearshoring to enhance agility for customers’ changing seasonal needs and reduce manufacturing costs.
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Here, Salman Hafeez Malik, CEO of the apparel vertical at US Group, discusses how the company is servicing the entire fashion industry and its latest innovations and advancements—from the Fast Forward collection to its Sustainability Challenge program.
Rivet: Starting from the top, what innovations did you unveil at Kingpins Show New York last month?
Salman Hafeez Malik: The energy at Kingpins is unmatched, providing a valuable platform to connect with denim leaders worldwide, listen to diverse voices and gain crucial industry insights on trends and innovation.
This year proved particularly successful thanks to the launch of our Sativa ReJean collection, developed and marketed in collaboration with denim experts Piero Turk and Amy Leverton of Denim Dudes. This collection was showcased at a dedicated “Denim Hut” at Kingpins, Here, we presented a complete garment collection including our incredibly well-received hemp-made jackets crafted from these sustainable fabrics.
Recognizing the growing challenges of water scarcity and the demand for alternative fibers, US Group remains at the forefront of sustainable practices. Our #SeedtoJeans, Sativa ReJean collection directly addresses these concerns.
On the topic of water consumption, how does US Group plan on conserving water? And what role does the Sustainability Challenge program play?
S.H.M.: On a global front, we recognize that the textile industry heavily depends on water. We have an ongoing structured Sustainability Challenge program that first started in 2019. The program entails efficient water management as a significant target with a primary focus on reducing water consumption. We have achieved an 18 percent reduction in water usage at US Group in 2023. We also take pride in being the first textile organization in Punjab, Pakistan with a wastewater recycling plant, demonstrating leadership in resource conservation.
Additionally, we have the largest capacity of laser machines in Pakistan, showcasing our dedication to saving water. We have also adopted UP and Core Systems in our laundries. The UP system helps maintain a low liquor ratio as compared to conventional washing, reducing water usage by 50 percent.
This commitment to sustainability wouldn’t be possible without our valued customers. Their growing awareness and demand for eco-conscious practices have continuously urged us to innovate and find new ways to reduce our environmental impact. This collaborative spirit has been instrumental in our journey toward becoming a more sustainable textile leader.
Lastly, we also publish sustainability reports annually following the Global Reporting Initiative (GRI) standards.
How is US Group helping elevate its surroundings, communities and people? And how are you fostering better working conditions for your employees while also ensuring a diverse, close-knit workforce?
S.H.M.: Our organization’s mission is “doing well by giving back.” We believe in uplifting our people and communities; it’s in our DNA. Especially, employee well-being and gender diversity are two areas of focus in our Sustainability Challenge program.
When we started working on gender diversity in 2020, the number of female employees was 2.3 percent, which has now risen to more than 11 percent. And soon, we will hit our 20 percent target.
We are also bringing in women for key roles within the organization. We have created a conducive environment that supports our female employees through a zero-harassment policy, building childcare centers and offering necessary amenities. However, we will continue to improve our efforts in this regard.
Naimat Saleem Trust (NST), a division of US Group, provided clean water to 12,000 families, 24/7 healthcare to employees and the community and 1.9 million meals to people in 2023. The organization planted 44,452 trees, empowered 92,210 students and maintained the Workers Family Colony supporting over 380 employee families. Disaster relief efforts included providing food rations to 2,250 individuals.
Shifting gears toward fashion, what are some key denim trends for 2024, and how are you addressing them in a sustainable way?
S.H.M.: Denim is not just a fabric; it’s a canvas for creativity and self-expression. The beauty of fashion is that it keeps reviving and coming back. The late ‘90s and Y2K trends are still flashing. Wide-leg silhouettes, flowy and comfortable jeans continue to dominate the denim scene. Denim on denim with soft-handled fabrics is making its way.
With those trends in mind, we are launching a collection called “Fast Forward” that embodies the true essence of our agenda of integrating technology and innovation without compromising ethical practices and sustainability, which is a part of US Group’s DNA. This collection is a testament to our customer-centric approach, where we are actively making strides toward global expansion and market adaptation. We live by the mission of doing well by giving back to our people and the planet.
To learn more about US Group, click here.
