Jeanologia: Scaling sustainable jeans

Jeanologia, a Spanish technology pioneer, has spent three decades radically reimagining the denim finishing process. By developing eco-friendly solutions—from laser marking and ozone washing to nanobubble and water-recycling systems—the firm has helped global brands and vendors produce jeans with far less water, fewer chemicals, and reduced labor risks. Already adopted for roughly one in every four jeans worldwide, Jeanologia’s innovations have saved millions of liters of water and slashed hazardous waste.

Yet CEO Enrique Silla’s latest venture, the “Urban Factory” concept, has not caught on as hoped. This model fuses all of Jeanologia’s advanced tools into a semi-automated facility that promises almost zero waste, dramatically shorter lead times, and on-demand production. In theory, brands can reduce both inventory risks and environmental harm by finishing jeans close to the point of sale. Despite its evident efficiency and sustainability advantages, the Urban Factory has struggled to gain traction in an industry deeply attached to long-established supply chains and outsourcing practices.

This case places students in Silla’s shoes as he debates how best to overcome resistance from brands, vendors, and entrepreneurs who worry about higher costs, uncertain returns, and operational disruptions. Through real data on Jeanologia’s financials, technology, and market positioning, participants can explore the strategic, economic, and environmental ramifications of driving meaningful change in a global market. Should Jeanologia persist, pivot, or find new partners to realize its bold vision for making “Mission Zero” a denim reality?