July 25, 2021

The new (denim) kid on the block is all about sustainability

2 min read

Founded in 2019 by Elie Cohen Solal, Fairblue Jeans is based in Paris. Its jeans are made from 100% organic cotton–GOTS Certified and made in Italy with sustainable Candiani denim. According to the brand, the patns are processed sustainably from A to Z: no greenwashing, no use of water at the final stage, only laser or ozone inside a ZDHC unit in Italy.


The story of Fairblue Jeans begins with the documentary River Blue, which was a real eye-opener for Solal. The film, which follows the peregrinations of the famous water expert Mark Angelo in Asian jeans-producing countries, highlights the more than catastrophic effects of the jeans industry on the environment.


Solal wanted to create his own brand of premium denim jeans, and River Blue had a decisive impact on his project. Fairblue was going to be totally focused on sustainability.


The manufacturing, the washing, the accessories and even the shipping has been designed to be as durable as possible. Also, all of its jeans feature a 100% vegan patch (Jacron) on their waistband instead of the traditional leather one.

Fairblue vegan patches

Fairblue vegan patches

Solal says he is more focused on creating a core capsule than coming out with new collections each season as most brands do. He will instead periodically add new and top trend washes and styles for a limited time.


For men, Fairblue focuses on the core styles: the skinny, slim and the straight leg, The jeans come in a dark classic blue, a medium vintage-blue wash with a couple of rips, and in white.

Fairblue men's jeans style

Fairblue men’s jeans style

For women, the collection includes classic and always trending styles such as skinnies, bootcuts and mom styles. All of the women’s jeans have a unique and special feature: the push-up. This technique cuts the jeans on the back so they lift the wearers’ rear.

Women's bootcut jeans by Fairblue

Women’s bootcut jeans by Fairblue

For now, Fairblue jeans are sold exclusively on the brand’s website and retail between €119 and €139. But Solal has plans to expand as soon as the pandemic ends…


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