During my last visit to Denim by PV , Paris , I spoke to Michael Kininmonth (Project Manager) from Lenzing Fibers. There were discussions about various activities of Lenzing related to denim industry . He talks about the increased importance of eco sustainability in the current market scenario and its increased importance in the coming years. He talks about his experiences about how denim usage is changing over the years specially in Asia . The discussion is presented in the form a video and it can be seen below (only online).