Unspun launches Genesis circular denim powered by Eon Internet of Things platform

New York – unspun, the 3D body scan jeans company named one of TIME magazine’s “Best Inventions of 2019” and Popular Science magazine’s “Best of What’s New 2020,” has launched Genesis, its most sustainable pair of jeans yet. 

Producing a single pair of jeans today requires an immense amount of water and energy, and produces a significant amount of pollution. Developed as part of the Ellen MacArthur Foundation’s Jeans Redesign program, the jeans solve for these challenges by combining the unspun company’s inventory-free systems of production with pioneering globally available best-in-class materials like Resortecs® smart stitch threads (which can be heated and dissolved to make recycling more feasible) and a scannable QR Code to provide customers circular care instructions, and share key circularity data with resellers and recyclers. 

Eon's IoT

Powered by Eon’s Internet of Things platform for connected products, a scannable QR code integrated into each pair of Genesis jeans makes it possible to track the origins and record the life of the garment, ensuring the product and its materials can be identified and authenticated for resale and recycling from one life cycle to the next. The QR code also creates an opportunity to engage with and support customers by delivering information about product care, resale and recycling. Each product is digitized in alignment with Eon’s CircularID™ Protocol, ensuring the product carries all the information essential to inform resale (i.e. product name, original price, etc,)  and recycling (i.e, material content, chemicals, etc). 

Because the capacity to recycle denim at scale is critical to unlocking a new circular model for denim at scale, unspun’s new Genesis jeans are also a powerful demonstration of how the capacity of innovative systems design, leading-edge materials and emerging technology can be harnessed to create garments that not only advance reductions in water, energy pollution and waste but also enable the tracking, identification and channeling of garments around the circular supply chain in a continuous lifecycle.

“By digitizing every pair of Genesis jeans using Eon’s Internet of Things technology to connect each garment to customers, resellers and recyclers, unspun is moving circular denim from a theory and a concept to a fully enabled system,” said Natasha Franck, Eon founder and CEO. “In the same way unspun pioneered 3D body scanning technology to make an inventory-free production system reality, leveraging Eon’s connected products platform makes tracking, authenticating, managing and even monetizing garments from one lifecycle to the next a globally scalable proposition and an exciting reality.”

circular first

"Unspun’s innovative solutions to meet the Jeans Redesign Guidelines to ensure that jeans are durable, recyclable, contain safe inputs and can be easily traceable, demonstrates the power of collaboration across the fashion industry,” said Laura Balmond, Make Fashion Circular Programme Manager - Ellen MacArthur Foundation. “This is an exciting step forward towards circular design for fashion."

“At unspun, technology is part of our DNA. From the mobile phone scanning technology that enables us to make custom fitted jeans unique to each customer, to the high tech Resortecs smart stitch threads that facilitate the circular capacity of our new Genesis jeans, we intentionally design-in materials and systems that ensure our jeans are better fitting, better looking and simply better because they are sustainable. With the launch of our Genesis jeans featuring a scannable CircularID™ data powered by the Eon connected products platform, we are thrilled to establish a new model for circular denim. We hope Genesis serves as a showcase for how all players across the supply chain can work together to bring more sustainable product to market, advancing the fashion industry further towards the goal of a fully circular model that operates in harmony with our planet,” said Annika Visser, unspun Operations Lead. 

Resortecs smart stitching threads are designed to facilitate denim recycling by making garment disassembly faster and easier. The threads can be heated and dissolved, making it easier to separate and sort a range of textiles and finishes, from denim to buttons and zippers.

The CircularID™ Protocol developed by Eon in partnership with leading global fashion brands and industry is the global language for connected products. Eon’s platform supports the communication and data exchange between brands and circular partners using the CircularID protocol.


About Eon
Eon is the leading Internet of Things (IoT) platform powering Connected Products across fashion, apparel and retail. Eon powers product digitization to bring end-to-end intelligence and connectivity to the product lifecycle – laying the foundation for circular business. Eon developed the industry's CircularID™ Protocol. Eon's mission is to power our circular commerce. eongroup.co

Email: [email protected] 

About unspun
unspun is applying tech to ensure that the jeans it produces are not only made to order, but made to measure. The company uses 3D body scanners to take customer measurements, then produces a custom pair of jeans. unspun.io 

Email: [email protected] 

About The Jeans Redesign
We need to change the way we produce jeans and address the huge problems of waste and pollution. The Jeans Redesign is a new set of guidelines which tackles these issues alongside the harmful practices associated with the current production of jeans. Created by over 80 denim experts, the guidelines clearly set out minimum requirements on garment durability, material health, recyclability, and traceability. Aimed to encourage leading brands and manufacturers to transform the way jeans are made, the guidelines will enable them to scale those efforts by 2021. The Jeans Redesign will employ the principles of a circular economy to ensure positive impacts for the environment, society, and the health of those people working in its industry. ellenmacarthurfoundation.org/our-work/activities/make-fashion-circular/the-jeans-redesign

About Resortecs®
Resortecs is an engineering agency, powered by Start it @KBC that provides brands that advocate for the circular economy with technology like hot-fusing stitching threads and heat-activated dismantable rivets which simplify the processes of disassembly, repair and recycling of textile products. resortecs.com

Email: [email protected]

Get updates in your mailbox

By clicking "Subscribe" I confirm I have read and agree to the Privacy Policy.

About Start it X

Start it X is the largest ecosystem in Belgium dedicated to helping companies innovate and grow. The community houses the following business units: Start it Accelerate, Start it Academy, Start it Expand, Start it Hubs and Start it Ventures.

Start-ups, scale-ups, intrapreneurs in large companies and corporates who want to innovate and accelerate can count on Start it X for a network of experienced mentors, entrepreneurs, extensive expertise and proven methods. 

The community behind Start it X was founded in 2014 by Lode Uytterschaut. Boasting more than 2 000 entrepreneurs and mentors, the ecosystem is active in Belgium (Ghent, Brussels, Antwerp, Hasselt, Leuven, Kortrijk and Liège), the United States (New York), Hungary (Budapest and Gyor) and the Czech Republic (Prague). Start it X is also the organisation behind accelerator Start it @KBC, the largest startup community in Belgium.

Learn more at www.startit-x.com.

Press kit Start it X
Press kit Start it Accelerate


Sint-Pietersvliet 7, 2000 Antwerp

[email protected]