Dive into better denim

Will jeans ever stop being the pillar of our wardrobes? Probably not, but that doesn’t mean that no changes are needed. We’ve created more sustainable denim with ’90s aesthetics, made using recycled materials and less water. It’s time: dive into better denim.

Our primary focus for this collection is to save water in all production phases by working with factories using closed-loop water systems, meaning that the water is reused in the wash process, resulting in lower water consumption and less water waste.

We've also used recycled materials from industrial waste and collected garments, recycled threads, labels and pocketing, and partly recycled metal zippers and trims. Remember, by reusing — we're reducing.

Did you know that it takes up to 10 000 litres of water to make one pair of jeans? That's why it's so important to take good care of them. Read more about tips and hacks on how to repair, remake and refresh your clothes to make them last longer