Maxjenny!, a luxury clothing label based in Copenhagen, Denmark, is launching a colourful new collection resulting from its collaboration with Coloreel, the Swedish developer of technology for the digital dyeing of textile thread on-demand.

The collection includes a selection of dresses embroidered with a custom logo-type design placed on the silhouette of the dress. This is designed with multiple-point gradients to create a graffiti spray paint effect that would not be possible with traditional embroidery.

The Maxjenny! Coloreel graffiti dresses were recently premiered on the catwalk at Orange County Fashion Week in partnership with LA Fashion Week in-front of California’s fashion elite and are available to purchase at maxjenny’s flagship store in Stockholm, Sweden, as well as online at maxjenny.com

“I love how colours can leave an imprint and I am always looking for new ways to enhance and develop the brand, so learning about Coloreel and the design possibilities the technology presents – both creatively and from a sustainability aspect – was very inspiring,” said Maxjenny.

“It is very inspiring to see how a colorful brand like maxjenny! absorbs the possibilities our technology provides ro fashion brands who like to enhance the creativity and sustainability of their embroideries,” added Coloreel CEO Torbjörn Bäck.

Coloreel’s technology makes previously complicated designs, including gradients, textures and other effects, easily achievable. Using only a single thread and needle means that it also significantly improves quality and efficiency, enabling immediate start up and faster delivery. By colouring the thread directly, there is no wastewater and using a single reel of thread and needle also means minimised thread waste and microfiber pollution.

www.coloreel.com