By  on December 20, 2011

Jeanologia, the Spanish firm that specializes in environmentally friendly garment finishing, is preparing to give both coasts of the U.S. a taste of its eco-friendly medicine.

During the opening night parties of the Kingpins Los Angeles market, on Jan. 10, and the new Continuum market coinciding with Kingpins in New York, on Jan. 17, the firm’s Twin GFK 3e laser will be at work, using the device’s water- and energy-saving technology to transfer wash designs and other denim looks conceived by Siki Im, Ecco Domani Fashion Fund winner; Gap Inc.; Goldsign; Marithé + François Girbaud; Joe’s Jeans; Earnest Sewn; Henry Duarte; Stussy, and Creative Growth for Everyone. There will be hourly demonstrations of the GFK machine at both shows as well.

Kingpins Los Angeles’ two-day run is at The Cooper Design Space, while Continuum, making its debut, runs in tandem with Kingpins in New York for two days at Center 548.

“We are excited to partner with this illustrious group of designers and create one-of-a-kind jeans that allow their talents and our GFK laser to shine, and hopefully inspire designers to see denim washing in a new light,” said Enrique Silla, founder and chief executive officer of Jeanologia.

Jeanologia, based in Valencia, Spain, operates under a “3E” motto, emphasizing ecology, efficiency and ethics. Silla previously had estimated that about 15 percent of global denim is produced using Jeanologia technology.

“Kingpins and Jeanologia loved the idea of asking designers from a variety of markets to take a pair of jeans and view it as a canvas,” said Erin Barajas, director of The Kingpins Show. “The response we got was fantastic and the designs that were submitted are so fresh and true to each brand’s point of view.”

Jeanologia for three years has promoted the virtues of laser technology over processes using water, chemicals and more energy through a series of presentations dubbed “Truth & Light,” in which participants were asked to distinguish between jeans made with traditional finishing processes and those derived from laser finishing.

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