
Denim really is our best friend. We all have that perfectly worn-in pair of jeans to pull on for a lazy Sunday walk; that denim jacket that has seen us through music festivals, to the beach and back; a trusty denim mini that's great for a night out.
The fashion industry's dire impact on the environment is well known and a recent Greenpeace report revealed that it takes 7,000 litres of water to produce just one pair of jeans. Much of this wastewater is full of hazardous chemicals and coloured dyes, and once regurgitated back into our rivers and oceans, these substances have a permanent destructive impact on ecosystems and local communities.
Thankfully it's easier than ever to find sustainable denim brands that satisfy our jeans cravings and negate our eco-guilt. Read on to learn about 10 of our favourites, from ABLE and Outland Denim, who provide supportive, sustainable and fair work, to MUD Jeans and Everlane, who are working to minimise their use of natural resources.
Who:ABLE
Where: Nashville, Tennessee
Sustainability credentials: After working in nonprofit organisations across the world and seeing the harsh truth of generational poverty, founder Barrett Ward set up ABLE as a means to support and empower women, and to strengthen their communities. The brand doesn't just pay their workers (in Ethiopia, Mexico and Peru) fair living wages, they also publish their wages and believe in the power of transparency and accountability.
Our favourite piece:ABLE's Yuli Jacket is the ideal crisp white addition to your spring wardrobe. The relaxed fit is perfect for throwing over your favourite dress now, and a swimsuit later in the year.
Who:Everlane
Where: San Francisco, California
Sustainability credentials: It took Everlane six years to produce denim. The reason: founder Michael Preysman wanted to find a "clean" and ethical factory to work with. In 2017 he did; a Leadership in Energy and Environmental Design (LEED) certified factory in Vietnam that relies on solar power, recycles 98% of its water and uses reverse osmosis to filter the remaining 2% into clean drinking water. Any offcut waste from production is combined with cement to create bricks used to build homes for local people in need. Beyond the factory doors, Everlane designs its denim to have the longest life possible. The denim is slightly heavier than the industry norm, jeans are classic cut so as not to go out of style, and designed to snap back into place after each wear, thus requiring less washing.
Our favourite piece: With a cropped hem and a high waist, Everlane's Wide Leg Crop Pant is super flattering. Our favourite colour for spring is the soft sage green Celadon.
Who: MUD Jeans
Where: Netherlands
Sustainability credentials: MUD Jeans works on a circular economy, inspiring customers to return worn-out jeans so they can be shredded, cut into pieces and blended with Global Organic Textile Standard (GOTS) certified cotton to create new denim yarn. This cuts down on water and chemical usage. After being upcycled, returned jeans are then sold as unique vintage pairs and named after the former user. MUD has also introduced a Lease or Buy option to tackle the waste built up by fast fashion – customers can 'rent out' a pair of jeans on subscription rather than buying and throwing away.
Our favourite piece: Who doesn't need a worn-in pair of straight leg jeans? MUD's Cropped Mimi in Sun Stone is perfect for an easy nonchalance.
Who: E.L.V. Denim
Where: London
Sustainability credentials: E.L.V. Denim describes itself as a "zero waste brand": they take discarded, old denim and transform it into cutting-edge, made-to-measure designs. Every piece is designed and manufactured locally in east London, with each pair made up of two halves of vintage jeans, making every one entirely unique in colour and fit.
Our favourite piece: Buy into SS19's tie-dye surfer dude trend with E.L.V.'s Bleach/Light Blue Contrast Shorts.
Who:Know The Origin
Where: London
Sustainability credentials: After learning about the dark realities of the fashion industry, London College of Fashion graduate Charlotte Instone set up Know The Origin as a commitment to ethical production, transparency and accountability. Not only is this brand certified by Fairtrade International for its treatment of workers, it is also certified by OEKO-TEX – an independent testing and certification system for raw, semi-finished and finished textile products – and uses only GOTS certified cotton. They also publish their water reduction policies and set themselves targets to bring usage numbers down. The cherry on top of this sustainable cake? All pieces are vegan friendly.
Our favourite piece: Add Know The Origin's Indigo Signature Shorts (and matching jacket) to your shopping bag to work one of SS19's coolest trends: short suits.
Who:M.i.h Jeans
Where: London
Sustainability credentials: Introduced in 2018, M.i.h's Paradise Capsule collection is described by the brand as its "most sustainable denim ever". Not only does the brand use certified organic cotton and water-reducing washes to treat its fabric, it also works with ISKO, the only denim mill in the world to be awarded the EU Ecolabel and Nordic Swan Ecolabel environmental certifications.
Our favourite piece: We're loving the Callcott Skirt as a great transitional piece.
Where: London
Sustainability credentials: Eschewing mass production, Steinmetz and her team spin, weave and dye her bespoke denim by hand in her east London studio, before adding other handcrafted embellishments such as felting and knitting – it can take up to 100 hours to make one pair of jeans. Up to 50% of Steinmetz's designs make use of recycled denim and the water her studio uses is also recycled for other purposes.
Our favourite piece: Where to start? Faustine Steinmetz's pieces are totally unique by nature. However, the Swarovski-encrusted jeans for her SS17 collection are standout for sure.
Who:No Nasties
Where: India
Sustainability credentials: Indian brand No Nasties lives up to its name; GOTS and Fairtrade certified, they use only water-based eco-friendly dyes and inks, make almost all their clothes from unused fabrics, and their packaging is made from organic cotton or recycled cardboard. They are also super transparent about their supply chain processes, and work with co-operative Chetna Organic Farmers Association when sourcing cotton and with ethical manufacturer, Rajlakshmi Cotton Mills.
Our favourite piece: The Nantucket Shirt Dress is perfect for hot summer days and stuffy commutes.
Who: Outland Denim
Where: Australia
Sustainability credentials: On a visit to Asia, Outland founder James Bartle came face-to-face with the harsh reality of human trafficking and, determined to fight it, set up Outland Denim as a means to provide stable employment and economic opportunity to women who would otherwise be vulnerable to being trafficked. Not content to stop there, Bartle also wanted to create a highly sustainable brand. Outland creates products on demand to reduce material waste in its supply chain, has taken actions to reduce wastewater, energy use and carbon emissions, uses natural plant-based dyes, and has eliminated the use of nasty chemicals in its leather tanning processes. Good On You – an ethical brand rating system – rates Outland as 'Great', noting its brilliant treatment of workers (the brand pays a living wage across the board) and that it traces suppliers throughout its supply chain to ensure ethical conduct.
Our favourite piece: Still looking for the perfect cut-off denim shorts? Try Outland's Charlie.
Who:Reformation
Where: Los Angeles, California
Sustainability credentials: Cult label Reformation is one of our favourite sustainable brands. They track their environmental footprint (how much carbon dioxide is emitted and how many gallons of water are used during production) and use this to calculate the impact their products have on the environment. "This way we all get to see the total cost of fashion so you can make empowered choices, and we can keep creating better solutions when it comes to making clothes," they explain. Reformation's sustainable denim line, Ref Jeans, are made from deadstock fabric (fabric that hasn't been sold) and do not use toxic dyes. They have also introduced the Wet Program: For every pair of jeans you buy, Reformation will donate 1,000 gallons of credits to the National Forest Foundation's clean water projects.
Our favourite piece: Reformation's Liza High Straight Jean in black will make your legs look like they never end.
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