Picture this—your wardrobe without a pair of jeans. Not only will this absence create a certain void in your closet but also, it’s nearly impossible to not own a pair. There’s something about denim that lures in every passerby. From flared versions to skinny fits which accentuate your confidence, these blue silhouettes have obtained a prominent place in the aisle of ‘essentials’.
However, the denim industry in fashion is still accused of being a major contributor to the negative environmental impacts. Think more than a thousand litres of water used for washing each pair of jeans along with coloured dyes and chemicals being released into water bodies across the world. Acknowledging this destruction, major denim leaders in the fashion space are now cleaning up their processes. From spreading awareness about wearing your jeans for longer to using just a cup of water to wash them, here are six changemakers in the biz you ought to know before you make your next purchase.
Emma Chamberlain and Jaden Smith for Levis
In a new campaign for the cult favourite brand, six climate activists came together urging consumers to ‘buy better, wear longer.’ Levis roped in millennials like Emma Chamberlain and Jaden Smith to raise awareness about concepts like thrifting and repeating clothes, all while making it seem like the new cool.
The campaign spotlights Levis’ ongoing sustainability efforts like investing in materials such as cottonised hemp and organic cotton. And now, the brand is also implementing Water<Less® manufacturing which can reduce up to 96% of water which is normally used in washing denim. These efforts in denim production are also likely to reduce Levis’ overall natural resource footprint.
In tandem with its eco-friendly denim offering, Wrangler has also launched the ‘WeCare’ platform to endure its commitment towards sustainability. With its new Retro® Green Jean, Wrangler aims to make use of a variety of natural fibres, recycled hardware and eco-friendly materials from the helm of the jeans to the waistband and everything in-between. Keeping sustainability at the forefront of every effort and under the WeCare platform, the brand aims to achieve measurable goals in denim production by 2030. Think 50% reduction in water usage, 100% usage of sustainable cotton and 100% consumption of renewable energy.
The first homegrown Indian brand to offer customised jeans to consumers, Korra Denim features selvedge denim. Using authentic, sustainable Japanese fibres, selvedge denim is a specialised denim fabric in which the edges of the textile are woven tightly in a crisscross pattern to prevent the fraying of loose ends. Korra aims to be a zero-waste brand and makes use of organic, recyclable materials in all its production.
Guess Eco Jeans
Under its eponymous line called Guess Eco, the high-end brand features jeans that incorporate TENCEL™ X REFIBRA™ technology—an innovative process that helps to reduce industry waste by upcycling cotton scraps from manufacturing. This process will allow the brand to retain the aesthetic and quality of its sustainable silhouettes without any compromise.
In addition to other ethical tick marks, the Guess Eco line uses water-saving techniques and environmentally friendly methods to procure all of its denim.
Hailey Bieber in EB Denim
A cursory glance through EB Denim’s Instagram and celebrities on the grid are testimony to the fact that it’s the new it-thing. From the likes of Kylie Jenner, Hailey Bieber, Bella Hadid to influencers like Brittany Xavier, the brand’s uber-cool denim is a vibe on its own. The Los Angeles-based brand upcycles old Levis jeans and reconstructs them into desirable silhouettes. Not one fabric goes to waste as the brand upcycles each and everything on its production table.
Along with this ethical practice of upcycling, the brand has also started using distilled indigo (a liquid form of dye) instead of a powder form which saves water energy and chemicals. Also, these jeans are washed with ozone wash which barely uses any water.
What are your thoughts on sustainable jeans?