Pioneering sustainability for 10 years

That’s right, we’ve been leading the fashion industry towards change for a decade. And in those ten years, we’ve seen the subject of sustainability change from something stuffy to the best hype ever. 

Pioneering sustainability for a decade means we’ve stood at the forefront of great sustainable milestones. From waterless washes and recycled dyes, to biodegradable stretch and traceable denim. Innovation is what makes us tick, we are always looking for the next, better alternative. 

We believe that with the mountains of waste in our industry, recycling has infinite potential for the future of sustainable fashion. We are taking responsibility for our products even after they’ve been sold. With a focus on mono-materials to increase recyclability, and by offering all kinds of options for repairing, reusing and even reselling our products. 

To keep the bar high, we are launching a very special edition clean jeans in celebration of our 10 year anniversary. A ‘full circular denim’ that is made from 100% recycled materials and is 100% recyclable at the end of its lifecycle. From the removable buttons to the recyclable labels and the cotton brand patch at the waist. Never waste a good denim.


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