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Good denim

Responsible denim made for today and every day to come.

100% of our jeans are eco-conscious, meaning that each pair is made from mindful materials and innovative processes that prioritize your comfort and the planet.

Men's denim

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Women's denim

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What makes our denim so good?

From innovative techniques that save up to 95% more water than standard methods to recycled fibres that would otherwise end up in landfills, our jeans go the extra mile without sacrificing quality or durability.

Circular denim™

Circularity means that existing resources are kept in use for as long as possible and recycled once they have fulfilled their purpose. By minimizing waste and encouraging upcycling efforts, we move closer to a sustainable cycle of consumption.

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

Circular process

Worn-out jeans are recuperated and redirected to a fabric recycler.
Post-consumer waste is disintegrated into fibres and impurities are removed.
Recycled fibres are mixed with new fibres to ensure structural integrity and durability.
Denim fabric is woven and sent to factories to make new jeans.

Our Cotton

Organic Cotton

A natural fibre grown from GMO-free seeds. This means no synthethic pesticides or herbicides are used, resulting in healthier soil and safer conditions for the humans involved in the growing and haversting process. Organic farming preserves biodiversity and ecosystems, while reducing CO₂ emissions by 45% compared to conventional cotton.

Recycled Cotton

A renewable resource made from natural fibres that promotes the transition to a circular economy. Recycled cotton diverts significant amounts of textile waste from landfills while requiring less energy, water, and dye compared to traditional methods.

Pre-consumer recycled cotton

A raw fibre made from upcycled scraps and debris collected throughout the manufacturing process. 

Post-consumer recycled cotton

A raw fibre made from upcycled scraps and debris collected throughout the manufacturing process. 

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 better jeans 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.

Hydro-less 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 chemicals

Up to


less water

And lots more

An eco-conscious 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. This is why we are popping all of the rivets off our jeans, 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, 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.

The Jeans Redesign 

We’re all in this together. The Ellen MacArthur Foundation is an international charity committed to creating a circular economy that tackles some of the biggest challenges of our time, such as climate change and biodiversity loss.

By adhering to The Jeans Redesign guidelines, we’re joining forces with other retail industry brands to change the way we produce jeans, so they're made with circular economy principles in mind. We’re building durable denim that’s made to be worn longer and designed to be easily recycled.

Cotton’s Blue Jeans Go Green™ program

Give your old denim a new purpose.

In line with our pledge to circularity, we’ve collaborated with Cotton’s Blue Jeans Go Green™ program to collect worn-out denim pieces and transform them into something brand new, such as pet bed inserts and thermal insulation used in sustainable packaging.

Have an old and used pair of jeans you could do without? Bring them to any Frank And Oak store and enjoy 15% off a new pair of jeans.

Blue Jeans Go Green™ is a trademark of Cotton Incorporated.

How it works

Step 1

Ensure that your denim is made of at least 90% cotton.

Step 2

Make sure it’s clean and doesn’t include any hangers, stickers, tags, or plastic attached to it.

Step 3

Head to your nearest Frank And Oak store and deposit your used denim in the dedicated bin.

Step 4

Get 15% off towards a new pair of jeans.

Find a store near you

Men's denim

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Women's denim

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Who we are


Sustainable Practices


Design Philosophy



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