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Responsible denim lab

Men's fit guide


Women's fit guide



An eco-friendly alternative to chemical dyes, natural dyes are drawn from natural resources like plants and minerals via water extraction. Even the remaining extraction waste is used as bio-fuel or fertiliser.


Rivets, the metal studs found on traditional jeans, cannot be salvaged and complicate the recycling process of denim clothing. As part of the Ellen MacArthur Foundation Redesign Project, we are popping all of the rivets off our denim so that they can be easily recycled.


Traditional jeans are rarely adapted to northern winters. Made using volcanic minerals, our thermal-lined denim features a weaving process that effectively retains heat while providing an additional layer of softness, comfort and thermal isolation.


Fadeproof is a fade-resistant technology that keeps your black jeans from losing their vibrancy. For lasting colouration, the Fadeproof denim undergoes a double dyeing process—the warp yarn is dyed black and then weaved into a fabric that is dyed again. This gives black denim a brand new look even after 20 washes.

Circular denim™

Circularity means that existing resources are kept in use for as long as possible and then recycled when they have fulfilled their purpose. By minimizing waste and turning it into a resource for new production, we all move closer to a more organic and sustainable life cycle of consumption.

With circularity in mind, we designed new denim made of post-consumer waste. Worn-out jeans that were destined for the landfill are collected and redirected to a fabric recycler where they are shredded and broken down over several steps until they’re reduced to fibres. Those salvaged fibres are then re-spun into new materials, reducing our footprint and giving your old jeans a new life.

Circular process

Recuperate worn-out jeans and redirect them to a fabric recycler.
Disintegrate post-consumer waste into fibres and remove impurities.
Mix recycled fibres with new fibres to ensure structural integrity and durability.
Weave denim fabric and send it to factories to make jeans.

Good Cotton

Building better denim means following sustainable practices every step of the way, from seed to harvest to manufacturing. Good Cotton means organic cotton, which uses no pesticides or synthetic fertilizers, replenishes and maintains soil fertility, and promotes biologically diverse agriculture. Organic cotton farming is less likely to contribute to global warming than conventional cotton farming. Jeans you can feel good in and about.

organic cotton


Fungicides and insecticides free. No GMO seeds


Rich soil maintained through crop rotation. No synthetic fertilizers.

Removal of leaves

Uses water, instead of chemicals, to remove leaves by freeze drying.


In the short-term, requires less water to produce one t-shirt.

Hydro-less denim

The fashion industry is the world’s second-largest consumer of water—and producing denim is no exception. We partnered with Hydro-Less Laundry, an ethical, eco-certified facility in Dubai, to make your jeans greener through their in-house innovations like water-conserving Ozone wash and nano-bubble technology, as well as 3D laser distressing. Sometimes, less really is more.

The production of hydro-less denim uses up to 79% less energy, up to 50% fewer chemicals, and up to 95% less water than standard methods.

Circular process

Laser distressing
A 3D twin laser system replicates a worn look designed by a computer software.
Air is transformed into nano-bubbles in order to control denim for shrinkage and to achieve a soft hand feel.
Ozone wash
Jeans are then added to atmosphere generators where air is converted to ozone gas to prevent the excess indigo from bleeding.

Reducing water
consumption and pollution

Up to

less energy

Up to

less energy

Up to

less energy

Who we are


Sustainable Practices


Design Philosophy



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