Design Thinking: The New Denim Project

Image courtesy of The New Denim Project's Instagram page.

In Graduate School, professors love to discuss "Design Thinking." Design Thinking is an iterative process in which we seek to understand the user, challenge assumptions, and redefine problems to identify alternative strategies and solutions that might not be instantly apparent with our initial level of understanding (Dam and Siang). Design Thinking enables companies to understand consumer needs.

Images courtesy of Thew New Denim Project x Gabriela Hearst Collaboration.

In this article series, I contacted different companies to learn how organizations apply Design Thinking. I spoke with The New Denim Project to understand how the company incorporates design thinking into its products.

Image courtesy of The New Denim Project

1. What makes The New Denim Project different from other apparel companies?

The New Denim Project is more than an apparel company—it’s a design lab and circular systems studio grounded in textile innovation, waste reduction, and regenerative design. What sets us apart is our holistic approach: we work across the supply chain, from fiber to finished product, transforming pre-consumer textile waste into high-quality fabrics and garments. Rather than chasing trends, we focus on timeless materials, circular processes, and collaborations that drive real change in the fashion and textile industries.

Image courtesy of The New Denim Project.

2. How does The New Denim Project incorporate its mission and vision into its products?

Our mission is to design with intention, reduce waste, and reimagine the way textiles are made. Every product we create begins with that ethos. We source discarded cotton fibers from local garment factories and reprocess them into beautiful, durable textiles—without the use of dyes, chemicals, or synthetic blends. Our vision of a circular, regenerative future is reflected in our materials, our storytelling, and the long-term partnerships we cultivate with like-minded brands across the globe.

Image courtesy of The New Denim Project.

Fabric is a language. A way of weaving together the values we want to live by. Every thread tells a story of circularity, responsibility, and connection.- Jaime Engelberg, Founder & Head of Textile Engineering

Image courtesy of The New Denim Project.

3. Why is sustainability important to The New Denim Project?

Because fashion/textiles as we know it is broken—and we believe design can help fix it. Sustainability is not a trend; it’s a responsibility. In Guatemala, where our company is based, we see firsthand the environmental and social impact of the industry. For us, sustainability means creating systems that are respectful of people, resources, and time. It’s about circularity, but also about equity, transparency, and healing the disconnect between how things are made and how they’re used.

Image courtesy of The New Denim Project.

4. What is the future of the company?

The future of The New Denim Project is rooted in continued collaboration, innovation, and education. We’re expanding our research and development to explore new waste streams, regenerative agriculture, and material science. We’re also deepening our consulting and design services to help other brands transition toward circular models. Ultimately, our goal is to become a global reference for low-impact, closed-loop textile systems—and to keep building a community that believes beauty and responsibility can go hand in hand.

Image courtesy of The New Denim Project.