Denim manufacturer Calik Denim and US woman’s jeans brand Good American want to increasingly commit to environmentally-friendly focused strategies.
Calik Denim, with its ‘Passion for Life, Passion for Denim’ sustainability strategy, aims to play a key role as denim producer triggering a sustainability-driven transformation in the industry.
Good American is also focused on a sustainable long-term strategy aimed at reducing its impact without sacrificing its superior fit and stretch jeans. Part of this project is the use of ethically produced denim, eco-friendly packaging and environmentally safe washes. Along with it the company aims to procure 90% of its denim fabrics made from sustainable components by the end of 2021.
As part of their new joint collaboration, the two companies have launched together a new sustainable collection ‘Always Fits’ that already debuted in October 2020. This collaboration offers sustainably made and perfect fitting denim while it aims to become an example for the industry showing how valuable partnerships toward such virtous aims can be.
The Always Fits denim addresses women’s fluctuating sizes as each pair can cover a range of three to four sizes. According to Good American, the average woman changes sizes 31 times in adulthood, and can shift weight by five pounds in as little as a week.
Styles of Good American’s ‘Always Fits’ jeans created with Calik Denim
Part of the collection are skinny fit, high-waisted jeans offered in a variety of washes with some styles featuring distressed details. Always Fits also comes in five size categories ranging from 00 to 32+ with 100% stretchability and are made with Calik Denim’s Selfsized fabric and Denethic technology, reducing the energy and water usage during production.
With Selfsized, which was launched in spring/summer 2020, Calik Denim aims to minimize the risk of buying wrong size jeans through e-commerce channels. Thanks to this fabric, one single size jean can fit a wide range of different sized wearers perfectly due to its ultra-high elasticity and cotton for maximum comfort and softness. Selfsized fabrics are produced using the Denethic technology developed according to a sustainable approach in denim garment manufacture and offers different treated denims including rinse washed, rinse and enzyme washed as well as bleached look fabrics. Since these variants of fabrics are produced at the mill, customers who wish to get clean look garments can use these fabrics, and cut and sew them.
For the rinse look, rinse and enzyme look and bleached look fabrics, water saving amounts are 44%, 15% and 32% respectively.