DL1961 is a global premium denim brand that is carried in hundreds of stores. The brand was founded in 2008 using XFIT LYCRA, a fabric it has patented. XFIT is a cotton-wrapped Lycra thread intertwined with polyester made by DL parent company ADM Denim, which was founded by Faisal and Meliha Ahmed.The company uses an eco-friendly manufacturing process that it introduced in 2013 to use less water, waste, and dye.
The brand has a maternity line. The company uses renewable energy from solar panels for their factory operations.According to the DL1961 CEO, Zahra Ahmed, the brand is "centered around innovation and technology".
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