Sustainability

Denim made to fit - with respect for the planet

Great jeans shouldn’t cost the earth. From the fabrics we source to the way we wash and finish every pair, we work with one of the most advanced denim facilities in the world - a partner with more than 45 years of expertise in low-impact production. Our goal is simple: jeans that feel incredible, last longer, and minimise impact at every stage of their life.

Materials & Innovation

We make our denim in facilities that use advanced technology to significantly reduce water, energy and chemical use.

Our low-impact toolkit includes:

Laser finishing

Cutting chemical use by 80% and reducing energy by 60%

Ozone washing

Cleans and fades denim without harmful chemicals and far less water

Secomatic dryers

Dry jeans using up to 82% less energy than traditional machines

Nanobubble e-flow

Applies finishes with tiny bubbles to minimise water waste

EIM software

Measuring water, energy, chemistry and worker safety for every wash

Water, Energy & People

We choose partners who lead the way in responsible production - constantly working to improve their processes for both people and the planet.

Our low-impact toolkit includes:

- Up to 90% of wastewater recycled through ultrafiltration and RO systems

- H2Zero technology recycling 100% of water for up to 30 days

- A solar system with 320 panels cutting electricity use by 44%

- Carbon emissions reduced by 20% in wet processing and 52% in manufacturing since 2017

Circularity & Waste Reduction

We design jeans to last and ensure nothing goes to waste. Our circular efforts include:

Fabric Waste Tracked

Fabric waste tracked through reverse resources and directed to specialist recyclers

Product Waste Recycled

New textiles developed from our own production waste

Upcycling Materials

FABAG initiative creating 10,000 upcycled fabric-waste bags

People & Standards

- Our factories meet high standards for safety, quality and environmental responsibility

- Regular independent audits check that workers are treated fairly with ethical conditions

- P.A.C.E. women’s empowerment programme implemented onsite

- Long-standing support for local schools, families and community initiatives

We want to do better

We’re proud of the progress we’ve made, but we’re not stopping here. Our goal is to keep pushing for cleaner processes, smarter materials and more renewable energy each year. Because for us, better denim is an ongoing commitment - one we renew with every pair.

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