Better denim

In 2014 we began our journey towards producing our denim in a more sustainable way and in fall 2015 we launched our first more sustainable denim styles. In spring 2016 we scaled it up and since then our entire denim assortment is Better Denim.

But we didn’t stop there, instead we challenged ourselves even more, tweaked all parts of the production processes and now our denim is more sustainable than ever. This is what it means:

  • 100 per cent of our denim is made from more sustainable cotton; recycled, organic or Better Cotton
  • 100 per cent of our denim assortment is made with more sustainable washing processes using up to 85 per cent less water
  • 100 per cent of our denim assortment is made with more sustainable washing processes using up to 70 per cent less energy
  • 100 per cent of our denim assortment is made with more sustainable washing processes using up to 45 per cent less chemicals.
  • Almost 90 per cent of our denim assortment is dyed with the cleanest indigo dye on the market. Read more here.

However, our journey towards more sustainable denim 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. Read more about ‘Even Better Denim’ here.