Artistic Milliners is building the global business conglomerate of the future. AM has expanded from its roots in textiles to include renewable energy, cotton farming and regenerative agriculture while producing denim fabrics and garments, as well as wovens and piece dyed fabrics. As they join the 2nd edition of D&J , we interviewed their Director R&D – Baber Sultan – to understand the recent priorities and direction the company is taking
Congratulations on your recent acquisition of the historic Cone Denim. What is the strategy behind this acquisition and how it further helps Artistic Milliners in its evolution from a denim mill to a global fashion textile player?
The strategy is built on creating a truly hemispheric platform. By bringing Cone Denim—with its 130-year heritage and established footprint in Mexico and China—into the Artistic Milliners ecosystem, we effectively bridge the gap between “East” and “West.”
This moves us beyond the traditional definition of a denim mill. We are now a vertically integrated, multinational entity capable of servicing the Western Hemisphere through near-shoring solutions in Mexico (Parras and Yecapixtla), Los Angeles (SFI) and North Carolina (Cone Denim), while maintaining our volume and innovation leadership in the Eastern Hemisphere through Pakistan. It merges the unparalleled authenticity and heritage of Cone with the Industry 4.0 capabilities and sustainability infrastructure of Artistic Milliners.
Being a global player now with manufacturing in multiple continents, how does it synergise your planning for product development for customers based in diverse geographies?
It allows us to decouple “design” from “geography.” Previously, lead times dictated product complexity. Now, we can offer the same high-caliber product development to a US client via our Mexican facilities with significantly reduced speed-to-market, matching what we offer European clients from Pakistan or Egypt.
We are cross-pollinating our R&D. We are applying Artistic Milliners’ proprietary water-saving technologies and Milliner Cotton Initiative (MCI) traceability to Cone’s archival fabrics, and conversely, bringing Cone’s mastery of vintage character to our volume production lines. This creates a “best of both worlds” product suite that is consistent globally but executed
locally to minimize carbon footprint.
Thanks for joining the 2nd edition of D&J Egypt in Jan 2026. How did you find the response in the first one and what products you plan to launch in the second one?
The first edition confirmed Egypt’s rising status, and for the second edition, we are bringing our SS/2027 Collection. We are relaunching the Lounge Edit and Velvet Haze, which together signal “the end of stiff denim” by offering feather-light, breathable fabrics that drape beautifully and
feel as comfortable as pyjamas. We’re also expanding our palette with vibrant shades throughout our new Dolce Vita capsule, powered by our Icebreaker 3 sustainable dyeing tech
Simultaneously, we are refreshed Forged, a collection that captures the look of no-nonsense, heavyweight authentic denim but engineers it with comfort for modern comfort, while not compromising on classic fabric weights. We are also showcasing Pixelloom, which represents a digital textile revolution, allowing us to create photorealistic textures and precise panel prints for truly unique customization.
AM has always been investing in sustainable technologies. Any recent investments which further strengthen your credentials with global brands?
Our recent investments focus on proprietary processes that merge performance with reduced impact. A key innovation is Ice Breaker 3, a dyeing technology that sets a new standard for sustainable colour vibrancy while minimizing our planetary footprint.
We have also invested in patent-pending 3D Weft Tech, featured in our Pipe Dream capsule. This construction fuses high-resilience filaments with an elastane core to deliver near zero-growth performance and lasting recovery. This technology directly supports sustainability goals by extending garment life, reducing returns, and increasing brand loyalty.
What strategic advantages make Egypt an attractive denim hub for Artistic Milliners?
Egypt offers a unique trifecta: speed, duty structure, and scalability. The QIZ agreement provides duty-free access to the US market, while the geographic proximity to Europe allows for short shipping times that rival Turkey.
For Artistic Milliners, the idea of Egypt, offersd a “country-agnostic” solution to brands. If a client needs speed for a replenishment program, Egypt is ideal. If they need volume for a core program, Pakistan is ready. Egypt acts as a critical balance point in the global supply chain, mitigating logistical risks.
How is the denim market evolving globally over the next few years?
We are seeing a bifurcation of the market. On one side, there is an accelerated demand for “Ultra-Durability” and “Emotional Longevity”—products designed to last, often supported by Digital Product Passports (DPP) that prove their origin and recyclability. On the other, the demand for value remains, but the definition of value is changing to include compliance.
Sustainability is no longer a marketing “plus”; it is the baseline license to operate. The next few years will define who can actually validate their claims through data. We expect the market to move away from vague “green” claims toward standardized, data-backed transparency regarding carbon and water impact per unit.