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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 its production lifecycle. But that’s not all; climate, waste reduction, chemicals, water use, and biodiversity, are other aspects to be considered when creating and designing jeans.

Our first commitment was to deliver slow fashion, with no seasonable styles. To protect the environment by creating long-lasting products which you can definitely wear for years.

So, what does Circular Denim mean? Circularity means that existing resources are kept in use for as long as possible and recycled once they have fulfilled their purpose.

Through our first recycling program, Rethinking Denim, we give your old jean a second life. Worn-out jeans that are destined for the landfill are collected and redirected to our partner ISKO™. They are shredded and broken down until they’re reduced to fibers. Those salvaged fibers are re-spun into new materials with at least 50% pre and post-recycled blend. We will use these fabrics to make new jeans.

By getting involved in Rethinking Denim, you will be not only a part of the change, but you will lead the change.

Get Involved
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