April 11, 2021

We should all be Environmentalists

5 min read

Here’s what happened in the world of sustainable denim recently…

Dawn expands its collection
German jeans brand Dawn expands its collection with new styles: with Heaven it offers a feminine boyfriend cut; skinny fit Sun Up is now presented in three different colors; Stardust featuring an O-cut gets an update with additional washes and lengths – and becomes suitable for high summer as shorts.

Dawn's Stardust jeans

Dawn’s Stardust jeans

Dawn is also adding more denim jackets to its range: The slightly fitted cut Aurora now also comes in white and the new design Blossom as a casual blouson in a retro style. With the 11 for 1 T-shirt with “Environmentalist” print Dawn wants to make another green statement: The profit of the sold styles is donated to the non-profit organization One Tree Planted, so that they can plant eleven trees per shirt.

UNIDO and Nudie Jeans work to recycle second-quality jeans
Nudie Jeans is looking at ways to make use of second-quality jeans: Two companies in Tunisia are responsible for over half of the Swedish jeanser’s production value. To develop greener production processes in Tunisia, Nudie Jeans has been working with the United Nations Industrial Development Organization (UNIDO) as part of the European Union-funded SwitchMed project.

In December 2020, a two-phase pilot project began to test the feasibility of recycling second-quality jeans into fabric for new jeans in Tunisia. Eliina Brinkberg, the Swedish company’s environmental manager, says that in the first phase, to be completed by May 2021, “Eight thousand pairs of second-choice jeans are being used, together with virgin denim fabric, to create 20,000 meters of new fabric. From this new fabric, 15,000 pairs of new jeans will be created.”

Nudie Jeans

Nudie Jeans

The data from this initiative will enable UNIDO to assess the feasibility of recycling second- quality jeans into fibers for new denim fabric at scale. A second phase will focus on developing an upcycling and remanufacturing scheme with local designers in Tunisia and will explore the possibilities for recycling post-industrial cutting waste from jeans production.

Jeanerica introduces two new styles
Swedish denim label Jeanerica introduces two new styles: Midtown, a rather timeless straight shape for women, was made with an emphasis on high stretchability, the fabric consists of 78% organic cotton, 14% reused cotton, 6% recycled polyester and 2% elastane. The jeans feature a mid-rise waist with a slight back rise, tight thighs and straight legs from the knee on and are available in three colors – a classic worn down blue wash with tobacco stitching, crisp black and a wash out black with tonal stitching. The retail price is €170.

Midtown jeans by Jeanerica

Midtown jeans by Jeanerica

Phoenix is Jeanerica’s revisited bootcut jeans for men and is inspired by fashion of the 70’s club scene. It features a high waist, straight thighs and slight flare in the bottom and is available in a clear black color way with tonal stitching, and dark blue with classic tobacco stitching. The denim is made of 98% organic cotton and 2% elastane, the jeans retail for €190.

Hiut Denim wants you to stop washing your jeans
UK denim label Hiut Denim is cooperating with Swedish company Polygiene to equip its jeans with Polygiene’s textile technologies that shall help making jeans stay fresh by eliminating odor-causing bacteria that sooner or later will be found in the jean, and odors coming from the surroundings, like a smelly restaurant or cigarette smoke. The aim is to encourage people to try and go as long as they can without washing their jeans. Users can even join the No Wash Club, where the entry bar is set at a minimum of 6 months.

Hiut jeans using Polygiene technology

Hiut jeans using Polygiene technology

“We want to be as low impact as possible, and producing a stretch jean comes with impact. To help reduce this and improve the product, we have chosen to work with Polygiene. Their technology helps the customer Wear More Wash Less. We have chosen to use their BioStatic and OdorCrunch technologies to help improve the quality of the jean. We’re looking at introducing this product onto other products”, says Clare Hieatt, Co-founder of Hiut Denim.

Isko supports newcomer designer Matty Bovan
Denim producer Isko Denim has provided Matty Bovan with denim for his autumn/winter ’21 collection “Odyssey”. Isko Denim features across two looks in Bovan’s latest collection: Jeans adorned with Swarovski up-cycled crystals and a Nelson’s naval jacket with its lapel and cuffs decorated with tin lids, hand punched and painted into giant buttons. Bovan’s inspiration for the collection was the power of the sea and its elemental and destructive nature. This marks the second time that Isko works with Matty Bovan for his collections.

Look by Matty Bovan using Isko denim

Photo: Matty Bovan Studio @babbym

Look by Matty Bovan using Isko denim

“Matty is a part of the Isko Visionary Minds division which is dedicated to supporting emerging designers who want to integrate denim into their innovative collections. We take pride in our support of young designers who have a passion for responsible production and promote sustainability in the fashion industry,” commented Keith O’Brien, Marketing and Business Development Manager at Isko.

Gang expands Eco Line
German pants label Gang is expanding its denim Eco Line for fall/winter 2021 with the three capsule collections Isko-Eco Denim Evolution, Hemp Denim and Organic Cotton.
The newly launched capsule Isko-Eco Denim Evolution is based on a cooperation with denim manufacturer Isko and includes a selection of blue denims, black denims and cotton pants with eco-pigment dyeing. It uses Isko’s R-Two, made from recycled cotton that is reprocessed together with recycled polyester. The labeling–also derived from sustainable raw materials–uses vegan, chrome-free “leather” made from corn, for example. The line features three fits (classic, mom and skinny).

Eco Line jeans by Gang

Eco Line jeans by Gang

Another capsule collection is based on hemp, a resource-saving raw material. Hanf Denim has been integrated into the ongoing Eco-Line and is ecologically washed from clean to used. A new labeling made of recycled microfiber and metal trims, in the production of which, according to Gang, chemicals are avoided as far as possible and water is conserved, are also used here.
Denim made from organic cotton will be further expanded for fall/winter 2021 with a new mom fit with seams in the front. It is an extension of Gang’s classic mom fit, which is also already available in an organic cotton version.

Cross Jeans Launches New Organic Cotton Models
Cross Jeans’ women’s styles Anya (slim fit) and Judy (super skinny) are getting a material upgrade this spring and will each be made with 92% organic cotton (plus 6% elastomultiester and 2% spandex). With the reissue of the two women’s fits, Cross Jeans is expanding its portfolio of organic cotton styles and also plans to add more styles with organic cotton in both womenswear and menswear for upcoming collections. Cross Jeans’ organic cotton is certified with the Organic Content Standard (OCS) and the Global Organic Textile Standard (GOTS).

Anya fit by Cross Jeans

Anya fit by Cross Jeans

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