Denim is already one of the more sustainable wardrobe pieces: consumers tend to wash it less frequently and love it for longer. That’s why we invest a lot of effort & dedication into our Denim. But still we had a job to do.
Throwback to Autumn 2018: when we introduced DetoxDenim ago, our mission was to create cleaner Jeans – in an industry
often relying on harmful chemicals with a major impact on our environment and ourselves.
The main component of conventional jeans is conventional cotton. Its cultivation is determined by monocultures, toxic fertilizers and harmful pesticides. → When it comes to virgin fibers, we only use certified organic cotton.
Water usage & pollution:
In the production of conventional jeans, large amounts of water are used in dyeing and washing, and the ground water is polluted by hazardous chemicals. → We have found GOTS-certified partners who use less water and only work with harmless chemicals.
Bleaching involves the use of hazardous chemicals in conventional production - often under unacceptable working conditions. → Instead of toxic chlorine and harmful potassium permanganate, we use modern techniques such as laser or ozone treatment.
The result: DetoxDenim
Not yet. We never stop seeking even more sustainable options.
Along with our goal to keep the carbon footprint of our products on the low side, we continuously evolve, and found an ally for organic cotton: recycled cotton. Recycled cotton comes with a lower impact on climate than virgin
cotton. We give a new purpose to content that already exists: opposed to growing and processing virgin fibers from scratch, it takes much less energy to recycle. Additionally, recycled cotton is also less intense in other areas - water, land and waste.
We use two types of recycled cotton: post-consumer recycled cotton, i.e. recycled cotton from products that already circulated and pre-consumer recycled cotton, coming for instance from production by-products like cutting waste.