On December 18, 2015, Ambassador Michael D. Kirby, the Mayor of Novi Pazar Meho Mahmutović, and Assistant Minister for SME at the Ministry of Economy Katarina Obradović-Jovanović, formally opened the ozone jeans finishing facility in Novi Pazar.   

In June 2015, USAID Serbia supported six Novi Pazar denim producers that employ more than 400 workers and export to international markets, to establish an association called PRO-DENIM, and jointly use the ozone-based technology for jeans finishing.

USAID procured the ozone equipment worth $280,650 to give Novi Pazar denim manufacturers a competitive advantage and enable them to draw the attention of ecologically-conscious buyers, willing to pay more for an eco-friendly product. This modern equipment also benefits the environment, as it significantly reduces the use of water and energy, as well as cuts off the use of harmful bleaching agents in the final stages of jeans production.

The Ozone jeans finishing facility will be open to all denim producers in the region, and is expected to increase sales, exports, and generate new jobs.