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Rethinking Denim: Closing The Chapter

GREAT NEWS...THE CIRCLE HAS BEEN CLOSED! It's been over 12 months since we first asked you to send your preloved jeans so we could give…

Rethinking Denim: This is Rei Jean

Rethinking Denim represents an important step in our journey to further reduce the environmental impact of our products. We wanted our customers to be part…

Now we start the final step

Our Rethinking Denim jeans will be brought to life. We really think that the fabric and the fit of the jeans work perfectly together. We…

Cultivate a more mindful closet

Sustainability can be approached on various levels, and as a consumer, you can make a difference. Participating in the process of change doesn't require grand,…

From Field to Finish: The Journey of our Jeans

The journey of our jeans begins with the choice of raw materials used in its production. Sustainable jeans are made with cotton, sourced by ISKO™…

Cool To Care: Denim Care 101

We're committed to making your jeans in the most sustainable way we can. Want to join us in reducing our impact on the planet and…

Closing the loop: Rethinking Denim

First things first: Thank you for doing your part! We had a great response. Now is our turn to keep our promise! We are working with our…

What a year

2022 was the year of firsts... We launched our most personal collection, Zero. We wanted to do fashion that feels the most of me, the…

Why is it necessary to rethink denim?

In a world full of denim brands, why denim? We wanted to do fashion that feels personal. Fashion that will signal confidence but also effortlessly…

What is Rethinking Denim? Our first circularity project

For millions of people around the world, jeans are a wardrobe staple. A single pair of jeans uses up to 3.500 liters of water in…

Creating Our Most Sustainable No44 Ever

We want our customers to be part of the story of our most sustainable jeans ever. A 100% sustainable product made with a mix of…

Do one thing right – our Why

I have always been close to fashion. Most of the time behind the scenes where you can see how your soon beloved garment, bag, and shoes…
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