denim

Circular process—

  1. Collect

    Recuperate worn-out jeans and redirect them to a fabric recycler.

  2. Cut

    Disintegrate post-consumer waste into fibres and remove impurities.

  3. Combine

    Mix recycled fibres with new fibres to ensure structural integrity and durability.

  4. Create

    Weave denim fabric and send it to factories to make jeans.

denim

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.

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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.

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denim

Understanding organic cotton

Conventional
cotton

Organic
cotton

Seed—

Fungicides and insecticides free. No GMO seeds

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Soil—

Rich soil maintained through crop rotation. No synthetic fertilizers.

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Removal of leaves—

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

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Water—

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

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Conventional
cotton

Organic
cotton

Seed—

Fungicides and insecticides free. No GMO seeds

icon
icon

Soil—

Rich soil maintained through crop rotation. No synthetic fertilizers.

icon
icon

Removal of leaves—

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

icon
icon

Water—

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

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denim

Hydro-less process—

  1. Laser distressing

    A 3D twin laser system replicates a worn look designed by a computer software.

  2. Nano-bubbles

    Air is transformed into nano-bubbles in order to control denim for shrinkage and to achieve a soft hand feel.

  3. Ozone wash

    Jeans are then added to atmosphere generators where air is converted to ozone gas to prevent the excess indigo from bleeding.

denim

Hydro-less

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.

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Reducing water comsumption and pollution

up to

79%

less energy

up to

50%

less chemicals

up to

95%

less water