With our jeans, the DetoxDenim, we have taken up the challenge of detoxifying all steps in the production process of a jeans. We do not claim that all conventionally produced jeans are toxic. But there are proven to be many toxins used in the denim production process.

We have adressed 3 problems with our DetoxDenim:

1. Cotton Cultivation:
   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. That is, by the way, also a precondition to meet the GOTS standard. Denim Styles where we use a share of recycled cotton come without this certification, for GOTS is an eco standard rather than a recycling standard.
2. Water usage & pollution:
   In the production of conventional jeans, extremely 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 little water and only work with harmless chemicals.
3. Bleaching methods:
   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.

Our aim is to encourage more people to consume consciously and sustainably, thereby reducing the ecological footprint that every product inevitably entails.

Conventional jeans use an extremely large amount of water in their production, pollute our climate with high CO2 emissions and contaminate our ground water with dangerous chemicals. In this respect, the decision for DetoxDenim is good for the environment compared to conventionally produced jeans.

The facts:

• 40% less water consumption
• For the production of one meter of conventional denim fabric you need about 1301 liters of water. Our DetoxDenim, on the other hand, only needs 787 liters on average. → So we save 514 liters of water compared to every meter of fabric.
• 64% less CO2 eq. The production of one meter of DetoxDenim Fabric generates approx. 2.45 kg of greenhouse gases (CO2 eq.) - in contrast to approx. 6.8 kg for conventionally produced jeans. → Thus our fabrics have a 64% lower CO2 eq. emissions (compared to conventional fabrics).

(Source for the facts: ORTA)

No environmental pollution from hazardous chemicals
A substantial additon regarding water: a tangible, comprehensive aspect is to save water. However, at least as important is to avoid discharging any polluted water into the enviironment. Regardless whether we're talking cultivation of fibers or production steps. The advantages for the environment begin already with the cultivation of the bio cotton: Because here completely without synthetic pesticides one does. Even the dyeing process as well as the lightening and washing of our jeans does not use toxic solvents or harmful chemicals. Of course this is a bit more complex - but also much better for our most important resource: water.

Our skin is our largest organ. When we sweat, we not only excrete toxins through our skin, it can also absorb substances. Therefore, we should calmly think about which textiles we let on our skin.

Chemicals per se are not the problem. They are everywhere. However hazardous, unnecessary substances and their often irresponsible use are a problem. Did you know that the production of conventional jeans still uses various harmful chemicals? Some chemicals like certain heavy metals ensure, for example, that cheap colors remain color-fast.

Actually our skin barrier protects us. But as a pyjama test has shown, when we sweat, chemical substances can migrate through the connective tissue into the bloodstream and further into the cells of the organs. → We only use toxicologically tested GOTS chemicals in the production of our denims. For you this means: One worry less.

Renouncement of chlorine: Have you ever had a pair of jeans in your hand that smelled acrid? In this case you can rely on your nose. Because this smell is often caused by chlorine residues in the fibers. These can remain if jeans are not rinsed sufficiently after bleaching.

If you start to sweat in such jeans, these chlorine residues can lead to skin irritations and even allergies. → We bleach our denims completely chlorine-free. Believe us: Your skin will thank you for it.

In May 2019, the German consumer magazine Öko-Test tested one of our denims alongside other jeans from different brands.

As part of their analysis, Öko-Test conducted a series of tests. When testing for harmful substances, Öko-Test found aniline. This comes as no surprise as aniline is the basic building block of any indigo pigment that’s synthetically produced. The outcome only means that chemically bound aniline impurities occur in the indigo pigment on the jeans. Something which is still commonplace nowadays. Öko-Test found an aniline value of 5mg/kg in our Ingaa denim.

This value is extremely low and lies below the limits set by GOTS (100mg/kg) and Ökotex100 (50mg/kg – with skin contact – and 20mg/kg – babies).

Either way - we were inspired by the result and really dug deep into the subject of aniline. We talked to chemists, dyestuff manufacturers, dyers and experts. So far it was not possible to eliminate aniline completely, but we have now learned that the values of impurities can be reduced significantly (approx. factor 10) and that there is a first purified and so-called aniline-free colorant on the market. Of course, we are in contact with the supplier and tests are ongoing. We know that aniline in the form bound in indigo does not pose a direct hazard to the wearers and the environment. We also know that when used properly hazards in production are minimized.

But we also know that on an industry-wide level a "proper" application is not ensured, and we are convinced that everything that is not necessary is best not in it, no matter how dangerous or harmless it is.

Therefore, it is our goal to further reduce and even the aniline content in our denims. For this we want to find solutions together with the best dye and auxiliary manufacturers in the world.

So our DETOX Denim remains DETOX.

Wash as little as possible, of course...

• Always follow the instructions on the care label - here you will find the recommended wash cycle.
• Set a low spinning speed.
• Always wash your DetoxDenim inside out (with zipper and buttons on).
• It is best not to make the washing drum too full.
• Avoid fabric softeners and powder detergents - use gentle liquid detergents instead.
• Sustainable color detergents (BIO) are particularly suitable.
• Instead of using a dryer, better air-drying - this can sometimes take time but is better for your detox-denim and the environment.
• Your beloved denim needs a repair? Check out our Repair Guide

Our Fjella Cropped Circular raw denim and Dylaan Circular unwashed come in a rich, untreated indigo blue. Denim in its original form, so to speak. You can enter them individually, which results in a personal "fingerprint" on the pants, for example creases. It's best not to wash denim in these color variations for as long as possible if you want as much personality as possible for your denim. Important: less treated also means that the denims can stain a bit more than heavily treated washes. You should therefore avoid light blouses, t-shirts or white sneakers in the beginning.