Even Better Denim

Even though we have made significant progress towards making our denim more sustainable, our denim journey has only begun. We continue to seek improvement and new solutions for our whole denim assortment and it all starts with our Even Better Denim styles.

When developing our Even Better Denim styles we seek innovations and make learnings about how we can produce denim in a more sustainable way. For these styles we explore new solutions and develop even more sustainable processes with the ambition to implement the improvements in our entire denim assortment.

In autumn 2017 we launched new Even Better Denim styles that have been produced with the most sustainable washing process possible. We have collaborated with Spanish denim consultants Jeanologia and with new innovative technology, we have used air and laser to achieve the results. Only 2 liters of water, one bottle, has been used in the washing process. The process is better for the environment as well as for the people who work in production. The Even Better Denim styles are also made from more sustainable materials such as post-consumer recycled cotton and recycled polyester. The styles are dyed in the cleanest indigo dye on the market which is better for both the environment and the people who work in the production, read more about it here. The styles also has more sustainable trims such as buttons, zippers and pocket bags.

Previous Even Better Denim collections

  • In spring 2016, we launched our first Even Better Denim styles that contained organic cotton, had sustainable trims and was made with processes that saved water, energy and chemicals.
  • In autumn 2016, we launched Even Better Denim styles that contained post-consumer recycled cotton, had sustainable trims and was made with processes that saved water, energy and chemicals. It was also dyed in a more sustainable process, using the cleanest indigo dye on the market, read more about it here.