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It's a denim (love) story

If we could only think about one fashion piece that has passed through the years, changing shape, color, and details, but always remaining true to itself, we would probably think about jeans.
Its fame is well known and you have to know that jeans are one of the most searched fashion items in the world having an average of 13 searches per second, with buyers looking for hundreds of different combinations of styles, colors, shapes, and fits. The denim fabric has always been known to be synonymous with freedom, youth, and comfort.so brands seem not to want to abandon this trend in their collections by mixing them with different elements to create new and interesting combinations.

Sustainable denim

People are becoming increasingly aware of climate change and are realizing the importance of sustainable and recycled clothing, especially denim. The most important denim brands are responding to this demand by developing a greener approach that promotes the principles of slow fashion: fewer better and more durable garments, instead of the mass market model of overproduction and cost reduction without any regard for environmental abuses or human rights. The points on which the sustainable denim approach is based are committed to demonstrating the value of local resources and developing transparent production to minimize the intermediaries between production and finished product.
The environmental impact of denim production is mainly related to the use of cotton, the chemicals needed to produce it, and the massive use of water.
In order to make fully recyclable jeans, it’s important to rethink everything, from materials to design. Using just one materials for buttons labels and threads is the key to make easier the process of recycling old denims in new jeans.

Washing jeans requires a lot of chemistry, sandblasting and water.
Eco-wash denim is a method savings up to 95% water, 50% chemicals and 80% of energy.
By reducing washing, drying process and the temperatures, using chemicals with lower environmental impact and by recycling steam and water, it is already possible to be more sustainable. With eco-wash you create washed look over denim by laser; you can create bleached effect by wet ozone process and use less water by nano-bubble technology.
Eco-Wash chemicals don’t contain heavy metals and don’t use pumice stones because of the muds its generates, the environmental impact and tear of machinery.
Eco-wash denim is highly bio-degradable and a product with low toxicity.

Different suppliers are investing in innovation for denim as @iskodenim or @candianidenim. In collaboration with Stella McCartney, Candiani has launched a 100% biodegradable denim that once its life cycle is over, it destroys itself in a natural way and returns to nature. Other suppliers like @iskodenim are also committed to producing low toxicity, improving new technologies, using as few resources as possible, and improving working environments.
We must also mention Jeanologia, a technique that brings with it the most advanced laser and ecological technologies for the finishing of fabrics and garments. Sustainable and efficient, it guarantees great savings in water, energy, and chemicals. This technology, pollution-free and disruptive, eliminates manual processes harmful to workers’ health.

The environmental impact of denim does not only affect production, but we must also consider the economic and environmental costs of decentralized production, on average conventional jeans travel up to 65,000 km when they are produced. That’s why reducing the distance between production mills and the final destination is already more sustainable and it is usefull to create maximum territorial employment and support local production.

Brands to watch

@1083. has recently launched Infinity Jeans creating a circular product life, so denim is recycled in the raw material for new products to reduce waste by transforming it into resources.

Made with organic cotton finished with laser and ozone technologies, @g-star denim is 98%recyclable, thanks to green-finished trims as eco-buttons instead of zippers.

The @closed eco-friendly denim line, A BETTER BLUE consumes 65 percent fewer chemicals, 50 percent less water, and 25 percent less energy than conventionally manufactured jeans.

@parcodenim works with linen and hemp to create made in Italy denim and with low impact. Eco-wash is made with ice and natural resins and  Eco-aging, with a vegetable compost that replaces sandblasting.

The denim effect

Thanks to the continuous analysis of the collections of the best brands, we have seen an exponential growth in the offer of sustainable denim compared to last year. Not only new single-product brands such as Par.co denim and 1083, but also established brands such as Citizen of Humanity or Closed. The green denim offer has also conquered total look brands such as Claudie Pierlot, Maje and many others.