Denim with Purpose
In early 2019, we set out on a journey to create the most sustainable denim jean we could make, re-evaluating each component, independently sourcing and working with the best fully certified organic, recycled and eco-friendly materials.
At every stage, we have carefully considered the rich history, characteristics and traditions of denim, seeking to rebuild from the ground up to be 100% sustainable from fabric to thread, responsibly made and the story of that processes transparently told. We've worked hard to create the perfect fit along with quality and craftsmanship to rival that of the luxury brands at a fairer price. Because we believe everyone should be able to make better choices with their denim.
We’re not just offering new jeans, we’re offering a new way of thinking, of manufacturing and accountability far removed from the culture of fast fashion and the outdated principles of profit before purpose.
When it comes to choosing the right partners to manufacture our garments, We always seek those smaller family-owned factories that have a proven track record of expert craftsmanship, reduced environmental impact, and outstanding working conditions. We believe it’s equally our responsibility to ensure that they not only meet our exacting standards but most importantly comply with all relevant health and safety standards for the people involved in our production, and we visit them often during this process forming strong personal relationships.
Being close to home also helps reduce transport and our environmental impact.
The cutting, sewing and embellishing of our denim all take place at one factory in Guimarães, Portugal. Specialising in denim jean-making and established in 1981 by two family members who had previous experience in the textile industry, they started out with twelve workers and now employ 47 with most long-serving, passing on traditional skills and techniques to the next generation.
Sustainable denim starts with ethical manufacturing practices, including environmental and social responsibilities.
Like all our products, our attention to sustainability started at the design stage and continues throughout the entire manufacturing process. We’ve worked together with our suppliers to find new organic, recycled and eco-friendly alternatives to decrease the environmental impact of our jeans.
For us, transparency is a key part of this process and believe that knowing all the necessary components from fabric, hardware, labels, even through to the stitching thread can only help us all make more informed choices about the clothes we buy.
Raw Selvedge Denim
This is denim in its purest form, and all denim fabric starts out this way before it’s either pre-washed or pre-distressed.
Ours is a beautiful 13.5oz mid-weight 100% GOTS (Global Organic Textile Standard) certified organic selvedge denim, woven on vintage shuttle looms. We prefer to leave it raw, giving it a longer life and you the opportunity to break it in and make the jeans your own.
Organic cotton is completely free of destructive toxic pesticides and chemical fertilisers, which has huge health benefits to the people in cotton-growing areas. Growing organic cotton improves soil quality, prevents water contamination and conserves biodiversity.
Organic cotton is also rain-fed meaning less irrigation, requiring 91% less water, 62% less energy, producing 46% less CO2 than regular cotton.
Zero Chemicals & Waste
Our Eco-Friendly custom metal hardware is made especially for us by renowned trim manufacturer YKK and is made with a 100% reduction in toxic chemicals and waste.
Compared to conventional metal button production they use 89% less water, 64% less energy and 46% less electricity to produce. They're also completely recyclable.
Made from Waste
All our garment labels, logo waistband label, size tab, and care labels are woven using 100% recycled polyester yarns from post-consumer plastic.
Our denim jeans are stitched using Denimfil® Eco, a recycled sewing thread.
This tobacco coloured thread runs throughout our jeans and is produced from high-quality Polyester LT fibres made from 100% post-consumer recycled plastic PET (Polyethylene Terephthalate) bottles and is certified by the Global Recycle Standard (GRS).
Other main advantage are that it consumes less energy to produce and CO2 emissions are significantly reduced.
Recycle & Repurpose
Everything that is produced leaves a mark on the planet in one form or another. That’s why it’s hugely important our jeans are circular by design, giving maximum value and wear for as long as possible before entering a system of recycle or repurpose.
We hate waste, it’s one of the reasons we design for the end of a products life from the very beginning.
Cutting waste is kept to a minimum with every off-cut collected and recycled by a specialist recycling company. Even left-over threads are re-dyed and repurposed, so nothing ever goes to landfill, incinerators or to waste.
Fully Certified Denim
The certifications for our jeans assures you that sustainability, the environment and the welfare of people are paramount in their creation.
Care for your Denim Sustainably
Laundry alone accounts for around 30% of the carbon footprint of clothing. So it goes without saying that less frequent machine-washing and drying leads to bigger water and energy savings. You can also extend the lifespan of your denim through proper care as well as help reduce their environmental impact. Raw denim is best left unwashed for as long as possible, this will help achieve greater contrasts in fades. However, this isn’t always possible but spot treating any stains and airing your jeans all helps towards saving resources, washing your jeans after shorter periods of wear will produce a fade with a more uniform colour. There’s no right or wrong way, it just depends on the look you want to achieve, but be assured, caring for your jeans sustainably as small a notion as it may seem, really does help make a difference.