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OUR DEAR JEANS

A pair of stuffed blue jeans sitting on a bench with its legs crossed, wearing a pair of denim high heels.

WE LOVE JEANS

We love jeans and they’ve been at our core since the start. All our jeans’ styles have been made from organic cotton since 2015 and increasing the share of recycled cotton and other low-impact material options is one of our top priorities. All the cotton in our denim is organic or recycled and all washes score green according to the Jeanologias Environmental Impact tool.

HERE ARE SOME OF THE GOALS WE'VE REACHED WITH OUR JEANS LATELY

  • All our metal buttons and rivers are Natural Finish or Eco Finish from YKK Fastening Products Group. 

  • All zipper tape made from 100% recycled polyester.  

  • All thread made from 100% recycled polyester.  

  • All washes are classified as Green from AW 2021 according to Jeanologia EIM score (Environmental Impact Measurement).  

  • At least 5% recycled cotton in all jeans from 2021, several styles with 40% recycled cotton and constantly increase this share.  

  • During 2020 and 2021 we launched a limited edition collection with the Jeans Redesign project led by Ellen Macarthur Foundation and a limited edition of our most popular denim style ROWE together with IFC (Infinity Fiber Company).  

  • SS23 approximately half of our denim assortment will be designed for circularity following the Jeans Redesign criteria.