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 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 fall 2016, we launched Even Better Denim styles that contained post-consumer recycled cotton. The post-consumer recycled cotton is sourced through the production flow by our suppliers and this was an important step towards reducing the environmental impact and closing the loop. By using post-consumer recycled cotton, old garments that normally would have gone to waste has become a part of our new ‘Even Better Denim’ styles. That way we reduced the use of raw materials, saving water, energy and chemicals in production. The styles 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 here.