Better Denim

Denim production can be very dirty and dusty and includes one of the most water intense textile processes due to intensive washings. Simply put, conventional denim production is not great for the environment or the people working in the production.

In 2014 we began our journey towards producing our denim in a more sustainable way, and today all our denim is Better Denim. Better Denim means three things; the denim is made from more sustainable materials, we use more sustainable washing processes and last but not least – we use cleaner dying processes.

More sustainable materials 

The material for denim is a mix of cotton and polyester and the material in Better Denim are always more sustainable options, such as Better Cotton (BCI), organic cotton, recycled cotton and recycled polyester. Material is the area where we can have the most impact on the amount of water used for every pair of jeans. We are continuously working to increase the share of recycled cotton in the jeans. Cotton is a material that requires a lot of water and by using what has already been produced, we save thousands of litres of water.

More sustainable washing process

The washing process for Better Denim only needs about 15 litres, compared to a normal pair of jeans where the washing process requires about 50-70 litres of water. With Better Denim, we use less and better chemicals and the production leaves cleaner waste water behind. With more sustainable techniques and processes, less energy is needed which means less climate impact. To summarise the washing processes, with Better Denim we use up to:

  • 85% less water
  • 70% less energy
  • 45% less chemicals

Cleaner dyeing process

About 90 per cent of our Better Denim assortment is dyed with DyStar Liquid Indigo Vat 40% Solution, the cleanest indigo dye on the market. The dye has better fixation than other dyes, which means there is less need for additional chemicals or several rinses after the dyeing. The dye is liquid and the process occurs in a closed system, which eliminates dust and significantly reduces contact with chemicals for the people working in the production.

Read more


Read more about how responsible chemicals management in our supply chain is part of our sustainability promise.


98 per cent of our cotton comes from more sustainable sources. Read more about cotton. 


Being a water responsible company is one of the core aims in our sustainability promise. Read more about Water.

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