Dive into better denim

Will jeans ever stop being the pillar of our wardrobes? Probably not, but that doesn’t mean that no changes are needed. We’ve created more sustainable denim with ’90s aesthetics, made using recycled materials and less water. It’s time: dive into better denim.

Our primary focus has been on saving water in all production phases. We do this by working with factories using closed-loop water systems, meaning that the water is reused in the wash process, resulting in lower water consumption and less water waste.

We've also used recycled materials from industrial waste and collected garments, recycled threads, labels and pocketing, and partly recycled metal zippers and trims. Remember, by reusing — we're reducing.

We constantly try to be more transparent: to show you what we've done, how we've done it, and why it matters. That's why we've included the Life Cycle Assessment data with each denim garment so that you can easily see the environmental impact of the pieces you like.