Sustainability requires transparency, without that it’s just a word – and believe us when we say, everyone’s using that word. We want to rule out any and all greenwashing (that’s when brands tell stories about their product which make it look more sustainable than it actually is). We do this by being the first brand to implement the revolutionary AWARE™ blockchain technology in denim.
We can now provide our customers with a 100% guarantee that our fabrics are what we say they are. People can trace the fabric in our clothes all the way back to the cotton used for the garment. The future of sustainability relies on technologies like blockchain, transparency is the gold standard.