In the past three years, Avondale Mills, a leading denim and yarn producer, has transformed its environmental challenges from technical and regulatory issues into value creating opportunities. Through integrated understanding, innovation, and partnering, Avondale Mills developed a new color palette using low sulfide dyes, created an abbreviated dyeing process that allows enzyme only washing without chlorine promoted the use of naturally colored organic cotton, installed an in-house sizing system with reduced biological oxygen demand and chemical oxygen demand levels, reduced indigo dyeing, and developed a recycling system to process the entire waste stream of the caustic mercerizing agent sodium hydroxide By treating environmental concerns as a cross functional business issue, the company was able to minimize pollution and waste, stave off future regulatory problems, lower costs, improve quality, create new value added products, and increase its customers' satisfaction by helping them enhance both their environmental performance and their bottom line.