meet sustainable denim brands making clean jeans main1 G-Star RAW Pharrell atelier & repairs

Clean Clothes is a series examining the fashion industry’s impact on our planet, and the brands, technologies, and people helping us toward a cleaner, more environmentally conscious future.

In 2015, Patagonia told an inconvenient truth. “Because denim is filthy business,” read the launch video for the brand’s line of jeans. Yet like many of the rebels and working-class heroes who’ve popularized denim — Steve McQueen, James Dean, Bruce Springsteen, Judd Nelson in The Breakfast Club — part of the fabric’s charm comes from its old-school flaws. It’s an organic fabric, imperfect but warmly authentic, rough but durable. We don’t want our denim to be filthy, yet we’ve always worn it to seem that little bit dirty.

Unfortunately, denim production is filthy. While it’s hard to imagine a world without denim, it’s hard to ignore the disastrous impact the fabric’s production has on our world. “The water use alone makes denim incredibly unsustainable,” explains Dio Kurazawa, founding partner of sustainability consultancy The Bear Scouts and Denim Director for trend forecasting agency WGSN. “Considering the water used on cotton-growing, dyeing, washing, and finishing, it’s quite a strain on our environment.”

meet sustainable denim brands making clean jeans G-Star RAW Pharrell atelier & repairs
Highsnobiety / Eva Al Desnudo

Fast fashion is said to be the world’s second-biggest polluter. When you consider it takes an estimated 1,800 gallons of water to make just a single pair of jeans, you can start to see why. Add to that the fact 450 million pairs of jeans are sold annually in the US alone, and it’s clear our jeans are a catastrophe for our warming and poisoned planet. Yet it’s hard to imagine a world without denim — we’re addicted to it. Addiction programs tell us that the first step to recovery is admitting you have a problem, but outside support is also vital. Thankfully, some people are already on the case.

Portland-based Olderbrother takes special care to source sustainable materials for every part of its jeans. The denim is made from organic Japanese cotton dyed with organic indigo before being distressed using a natural, plant-based enzyme. While the jeans’ $230 price tag makes the product relatively niche, online fashion powerhouse ASOS has taken a similarly thoughtful approach to its sourcing of materials through a partnership with Spanish textile recycler Recover, which also assisted on Matthew Williams’ ALYX Visual sub-brand. Recover helps ASOS source used denim fiber that is then integrated with virgin cotton, making garments from the ASOS Recycled Denim collection the fashion equivalent of a Toyota Prius.

meet sustainable denim brands making clean jeans G-Star RAW Pharrell atelier & repairs

But sustainability goes much deeper than the collection of raw materials. There is also a human element. Unless workers are treated (and paid) fairly and with respect, the production of new garments will lead to cut corners and more waste. That’s where brands such as Bleu de Cocagne come in. Based in Toulouse, France, the boutique brand places artisan craftsmanship — like the 500-year-old local technique of dyeing with woad — at the core of its constructions. Garments such as the kimono scarf jacket might not be cheap, but it’s a high-quality product with a low environmental impact that utilizes centuries-old traditional techniques. It’s both a heritage and future-facing garment.

Once a fabric has been woven and its patterns are sewn, the next — and filthiest steps in the denim production process are the washing and dyeing phases. The point at which jeans take on their rich indigo color is also where the most water and chemicals are used. For brands such as Reformation, however, this step offers the most opportunity for change. Last year, the Los Angeles-based fast fashion brand launched “#refjeans,” a line of eco-conscious denim faded with eco-wash techniques that reduce water usage to 230 gallons over the lifecycle of the jeans, which in industry terms is a drop in the ocean.

The new Ref Jeans stuff is here.

A post shared by Reformation (@reformation) on

While Reformation’s sustainable jeans are only available for women, G-Star RAW is bringing sustainable denim to all consumers at scale. Recently, the brand partnered with dye company DyStar, fabric maker Artistic Milliners, and Vietnamese factory Saitex to launch “the most sustainable jean ever.” The dyeing process reduces chemical use by 70 percent compared with standard manufacturing, and the washing process discharges no wastewater into the local environment, with 98 percent of it being recycled and reused. While these processes debuted on just one pair of jeans for Spring/Summer 2018, it’s not hard to see the effect this approach could eventually have on the industry at large given G-Star’s size as a brand.

However, the story of sustainable denim doesn’t end once a garment is manufactured and sold. “Great clothing should last a lifetime. You should own items that are valuable enough to you that you want to upkeep the good material and see it through a long life,” says Timothy Grindle, owner of denim retailer Canoe Club. “If denim is good enough to be retired, found by a new owner, and given a whole new life, you aren’t going to find a better story of sustainability.”

However, there comes a point at which even denim eventually breaks down. And once anything indigo-dyed is officially dead, a whole other dimension of filth-fighting begins. On the industrial side, organizations such as Evrnu break down old textiles (like discarded denim, for example) and revitalize them as post-consumer materials. The Seattle-based company worked with Levi’s in 2016 to create the first pair of jeans from renewed fiber — in this case, from five old cotton T-shirts. Considering H&M’s publicly stated goal of using only recycled (or sustainably sourced) materials by 2030, technologies such as Evrnu’s can potentially give denim a sustainable future.

On the artisan side, brands such as LA-based Atelier & Repairs turn trash into treasure by “upcycling” discarded fabric into one-of-one garments such as the Bleu Square 501, which will set you back $325 for a unique item. “Anytime someone doesn’t buy a newly produced item of clothing, it’s sustainable,” comments Atelier & Repairs co-founder and creative director Maurizio Donadi. “We will always live parallel with the subculture around vintage denim for multiple reasons — from better wear [to being] a collectible embodied with history and simply the authenticity of its look. It’s a positive and added bonus that the result is fewer of us purchasing something new.”

Yet, even with the best intentions, fashion brands are still businesses — and businesses think about their survival first. To do that, they must sell products to customers. Any realistic vision for a sustainable future relies on the consumer as much as it does the producer. “All brands — denim included — must make money,” says Kurazawa. “In order to do so, there are a great many things to first consider. Sadly, sustainability isn’t often considered at the start.”

But that can change. Care about the environment? Research before you buy. Make thoughtful choices. Support sustainable brands. And finally, vote with your hard-earned dollars. Ultimately, only your green can turn indigo… well, green.

Addiction recovery programs end with one final step: “Practice these principles in all our affairs.” Denim is a dirty business, a filthy business, but that can change. Practice your principles, buy ethically, and the environment will be that much better for it. Cleaner water, fewer chemicals, less waste. After all, 70 percent of our planet is water. Viewed from space, Earth is a little blue marble — a precious, irreplaceable drop in the ocean of space.

For more on sustainability, check out the upcycled fashion brands turning wasted yarns into wavy garms.

Alex Rakestraw is a writer, strategist, and creative based in New York. He covers fashion, footwear, sustainability, and tech.

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