How COLOURizd Helps Prove Claims and Substantiate Anything About Sustainability

In this GenuTrace Insight Series feature, COLOURizd CEO Jennifer Thompson walks through the direct colour application system that eliminates conventional vat dyeing entirely — and why every claim behind it is built to be substantiated, not just stated.

The numbers: approximately one litre of water per kilogram of yarn dyed, zero wastewater discharge, and a 98% reduction in water consumption compared to traditional dyeing methods. The process also increases yarn strength by up to 20% — a benefit GenuTrace notes carries real implications for recycled-content garment manufacturing, where fibre strength is usually the limiting factor.

The feature centres on GenuTrace's own governing philosophy, one that applies as much to COLOURizd's sustainability claims as it does to GenuTrace's origin verification work: "If you claim it, you have to be able to prove it. That applies to origin — and it applies to sustainability."

As GenuTrace puts it, COLOURizd's appeal isn't the innovation story alone — "the data backs it up."

Read the full feature at GenuTrace, the supply chain consultancy for genuine traceability.