From Responsibility to Creativity: How Jeanologia is Rewriting Denim’s Design Ethos

Jeanologia has described Mediterranean Soul as both a manifesto and a collection—blending creativity, sustainability, and ethics. Do you think aesthetics in denim are changing because of sustainability pressures, or are we simply learning to see beauty differently?
Carme Santacruz: I think the industry now offers many options to create more responsibly. This gives us the tools to design sustainable products without compromising their appearance. I believe how a product is made is part of it, and responsibility, innovation, and aesthetics coexist naturally.

Sustainability is not a limit but a creative booster and is creatively rewarding. It allows us to discover harmony between ethics and aesthetics, where the story behind a product becomes part of what makes it beautiful.

Jeanologia’s technologies promise “authentic finishes without harming the planet or workers.” Yet many designers still rely on conventional, resource-heavy techniques for creative control. What holds the industry back from adopting cleaner methods—is it resistance, economics, or culture?
Carme Santacruz: I would say it’s mainly a lack of awareness. There should be a clear intention to switch to responsible ways of doing things. If someone continues to rely on outdated, resource-heavy techniques, it often means they’re not fully aware of the urgency facing our industry and the planet. Education, transparency, and access to technology are key to accelerating this transition. Once people understand that innovation doesn’t limit creativity and efficiency but enhances it, the shift becomes inevitable.

The company’s Mission Zero aims to “dehydrate and detoxify” the fashion industry. From a creative director’s standpoint, how do you embed such radical sustainability goals into design briefs, moodboards, and creative processes?
Carme Santacruz: We often say, “do more with less”. Every year, we improve our environmental footprint in denim finishing while developing collections. These improvements might be invisible to others, but for us, they’re a driving force, a constant pursuit of progress.

Creativity and innovation go hand in hand with this challenge, pushing us to rethink aesthetics and grow as professionals while promoting continuous improvement.

Spain—and Valencia in particular—seems to have become a laboratory for circular and responsible denim. What is it about the Mediterranean sensibility that makes it such fertile ground for this kind of innovation?
Carme Santacruz: We have a deep history and richness in craftsmanship. Since the Middle Ages, Valencia has been known for its artisanal trades (some neighborhoods still bear the names of traditional guilds, like Velluters (the silk makers)). This artistry endures today and forms the foundation of modern Valencia. I also believe our climate and wonderful gastronomy have helped us not only preserve this creative spirit but also attract talent from around the world.

As digital design tools evolve, we’re seeing virtual sampling, AI-driven pattern creation, and even 3D denim avatars. Where do you draw the line between human creativity and algorithmic assistance—or do you see the two merging seamlessly?
Carme Santacruz: Digital design and especially our eDesigner software, is a fantastic tool to visualise a collection before producing physical garments. It helps designers and product developers to ground ideas and make them tangible. I believe it enhances creativity because it boosts collaboration between professionals from different fields with a cross-disciplinary approach that strengthens both creativity and human connection.

Denim has historically been the fabric of rebellion and workwear, now it wants to become a symbol of sustainability and science. How do you think this identity shift will redefine denim’s cultural relevance in the next decade?
Carme Santacruz: Denim is the most universal fabric of all. It has evolved from a workwear staple to a fashion icon and now into a symbol of sustainability and science. The beauty of denim lies in its versatility; it can embody all these meanings at once. I think that’s what makes it timeless and culturally relevant.

And last, what kind of denim story do you hope Jeanologia—and you personally—will be telling 10 years from now? Will the future of denim still feel blue, or will it look and mean something entirely different? In short: what future do you think denim has?
Carme Santacruz: I think denim will always be denim, probably more diverse and with new approaches to design and production, but it will continue to be the universal fabric loved by denim enthusiasts everywhere.

I hope that denim and the industry around it will stand as an example of transformation towards sustainability and innovation, while preserving the essence, heritage, and craftsmanship that define our world.