DENIM FOR THE PLANET

Each year, approximately 4.5 billion pairs of denim jeans are sold across the globe requiring intensive water and chemical processes based in virgin cotton, harmful dyeing, and finishes.

1 PAIR OF JEANS TAKES ABOUT 6,186 LITERS OF WATER*

After more than two years of R&D, we have launched what we believe is the most revolutionary denim: made with recycled and regenerative cotton, designed to be 100% recyclable and saving 80% of water compared to conventional denim.

OUR DENIM SAVES 5,434 LITERS OF WATER
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WHAT YOU DRINK IN 7 YEARS*

1. MATERIAL
Recycled and Regenerative Cotton

With over a decade experimenting with recycled cotton, we have found the perfect balance for these jeans, 65% regenerative cotton woven with 35% recycled cotton, made from post industrial waste to make it flex and soft.

This construction offers the perfect elasticity and long-lasting comfort while reducing water consumption, restoring the soil, promoting biodiversity, and improving farmers’ livelihoods.

POSITIVE IMPACT

2. DYEING
Smart-Indigo™ Technology

We use Smart-Indigo™, a revolutionary dyeing technology that uses physics instead of chemicals in the first step. This process produces liquid indigo without hazardous chemicals, resulting in reducing CO2 emissions by up to 90%, using 70% less energy and consuming 30% less water.

The only byproduct is oxygen, making it a cleaner and safer alternative for both the environment and workers while offering a range blues.

NO HARMFUL CHEMICALS

3. FINISHING PROCESS
Laser and Ozone Finishing

Our denim is finished in Morocco using Jeanología’s cutting-edge technologies. Traditionally, to create visual effects aggressive manual methods are used, like sanding or spray application, combined with the intensive use of harmful chemicals and large amounts of water. These processes were not only damaging to the environment but also posed health risks to the workers involved.

We have replaced those techniques with safer and more efficient dry processes. Laser technology allows us to precisely reproduce the desired finishes without physical deterioration, chemicals, or excessive water use. As a final step, we apply ozone technology enabling us to achieve the different blue colors without the need for water or additional chemicals.

ZERO WASTE

4. ECODESIGN
Monomaterial - Recyclable

Our Denim Collection has been carefully eco-designed in Madrid according to the principles of circularity: no elastane or other synthetic fibers mixed with the cotton and the pieces are sewn together with cotton yarn to be mono-material and therefore 100% recyclable. Instead of a zipper, we chose buttons that can be unscrewed and easily separated from the jeans. This way we can ensure that they can be recycled at the end of their lifecycles, avoiding textile waste.