‘nece gene’ is a brand by denim designer Neha Celly, from the house of Bluehemia. The name ‘nece’ originated from the word ‘necessary’ and is pronounced ‘/ne-sə-jēn/’. The brand comprises 100% sustainable denims that stand for being needful and mindful.

In 2018, the international jeans market grew to USD 57 billion with almost two billion pairs sold around the world a year. These countless styles come with huge rises in waste and pollution, and it’s getting worse each passing year. Also, with every production sent, there are piles of small yardage waste, cutting, and sampling waste all of which leads to a massive landfill and carbon footprint.

The brand hence collaborated with the Indian denim giant Arvind Mills, to use their denim scrap waste into making the complete collection. Trims, packaging and all the processes are designed to ‘close the loop’ and to have the least impact on the environment.

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