19/08/2026
Digital dyeing specialist Lab Denim is introducing a new company name and branding platform, WTRLSS, which was first revealed, unofficially, at the Future Fabrics Expo in Brussels last June. The Los Angeles and Basel-based company intends to make WTRLSS an ingredient brand in the likes of Gore-tex.
“The evolution from Lab Denim to WTRLSS has been five years in the making,” Matthias Foessel, head of sister company Beyond Surface Technologies, told Inside Denim. From an initial focus on denim, the company has since expanded the scope of its technology to offer a dyeing and finishing solution for all cellulosic-based fabrics.
The technology remains very relevant in denim making as it radically reduces water usage. “It can cut water by 99.99%, using only the equivalent of two tablespoons per pair of jeans,” said Hunter Doebereiner, VP marketing. The company’s business model is to sell the printer and accompanying chemistry. The chemicals are biobased, derived from algae in some cases, but colouring (or chromo) components remain petrochemical, for now.
https://insidedenim.com/news/175995/lab-denim-rebrands-as-wtrlss