Our second pillar of sustainability, Water Use, is one with difficulties given that the denim industry is incredibly water intensive - to grow cotton for just one conventional denim, almost 7000 liters of water is needed. With every collection, we look for ways to minimize our impact. 

From SS20, we have started with a new technology from Jeanologia called EIM: Environmental Impact Measuring.

The EIM score is awarded per denim based on:

    • Water consumption
    • Energy consumption
    • Chemical use
    • Impact on worker's health

The scale ranges from low to high and is relating to the garment's finishing process, not the whole production process. The lower the score, the less impact it has and therefore a cleaner jean.

We can currently share the scores of nine denims, all of which are low impact. We are working on providing more from the current spring/summer collection soon. From AW20, it is our goal to implement this technology at all of our laundries and have full transparency on our website.