The fashion industry thrives on newness. Convincing us to buy more, when what we need is less. Material innovation and sustainability initiatives are great, but don't address the main issues:
Overconsumption and overproduction. 

Let's face it: the fashion industry as it stands today is massively wasteful and unintentional about product life cycles and resource use. It makes things just to throw them away. This is horrific not just for the waste created but also for the amount of resources and energy put into making the product in the first place: the production of one kilogram of fabric generates twenty-three kilograms of greenhouse gasses, and garment manufacturing accounts for 20% of global industrial water pollution. 

We don't need to make 100 billion pieces of clothing annually and send 60% to landfill within a year. If we are going to make clothing, it should be with purpose: it should immediately have a loving home. The current fashion industry life cycle isn’t a life cycle- it’s linear. In addition to rethinking materials, we need to reconfigure the design and production process so that end of use and circularity are actually designed into the products. 


We make one pair of jeans at a time - after you’ve ordered them. How’s that for being intentional?
Every garment has an impact. We recognize that each piece of fabric and garment is from resources that we should not waste, which is why we will never make jeans before they have a home. 


Our mission is to reduce the global carbon footprint by 1%. We're not there yet, but we're working hard to get there. 

We strive to:

1. Reduce the environmental cost of transportation and distribution of apparel by localizing manufacturing processes.
2. Reduce waste in manufacturing processes through custom-fit and on-demand production. 
3. Reduce unsold inventory and returns. 
4. Set up fully-automated and zero-waste manufacturing processes (see Vega™).
5. Design products that are intended to be used for a long time. We aim to use materials, components and designs that enable, and encourage, reuse and circularity. 


Not to brag, but our sourcing process is a vigorous one. We work with manufacturers and mills across the world. Being a small, agile brand means that we get to cherry-pick and seriously curate who we work with. Only the cream of the crop. Our denim is made from some of the most sustainable fabric ranges from the best denim mills in the world.

Oh, and our fabrics are all 100% Vegan.

You might have noticed that we offer the same fabric bases but in different colors. These lighter and mid-colored versions of the fabrics are called washes. We do a lot of work to make sure our washes have the lowest environmental impact they can have. 

We will never use any potassium permanganate, leave wastewater untreated or unrecycled, use pumice stones, or any other chemicals that harm the environment. 

We say yes to and use chemicals from Bluesign® system partner, Garmon Kemin Group. We say yes to laser technology by Jeanologia, to closed loop water recycling and nano-filtration, and to nebulizing technology by Tonello. 

For our washes we use Tonnello's ALL-IN-ONE, UP patented technology, which helps us save water and energy. The water is recycled after each washing step and then drained, without pollution, or recycled in a closed loop. 

The EIM score on our washes is 11 (1 being the best). The industry-standard score is 70. The EIM score is a software developed by Jeanologia that measures the environmental impact of the industrial washing of denim. 
We conserve 100% recycled water after evaporation because we process and treat 100% of our post-laundry wastewater before it is pumped back into our system. 


We screen all material inputs’ health before purchasing. This means, that if we are sourcing a material that claims to have recycled content, we make sure that we receive the GRS report for that fabric. 

Our fabrics are plastic-free, and either made with 100% organic cotton or a combo of organic cotton with bit of Roica® biodegradable elastane for a bit of stretch.
Only use Resortecs® smart stitch threads to improve the recyclability and promote the circulartity of our products.

Our current product range consists of the following [data from Jan 2022 - Jan 2023]

97% of our entire range’s fiber composition is plastic-free, 8% of our current range’s fiber composition is recycled and 97% is made of recyclable inputs.

The way we calculate recyclability is through fiber composition. The majority of our materials are cellulose-based fibers - rendering them more recyclable and in some cases biodegradable.]

Harmful substances and chemicals:

We track all of our direct chemical use - i.e, the chemicals used in the assembly (CMT) stage of our garments. And know that they are all either Bluesign® or Oeko-Tex STD 100 certified.

Our scope 3 chemicals are slightly harder to track, but as of 2022 80% of our material suppliers are registered on the ZDHC gateway or have OEKO-TEX certifications.


We can’t save the planet without those who shape it.

Our Time’s Best Invention-worthy jeans take technology and blend it with inclusivity, intention, and a human touch.

It goes without saying that our jeans are made ethically and responsibly, as our signed code of conduct outlines, and as they always should be.

We aspire to maintain longstanding partnerships with our suppliers, workers, and staff. Our jeans are lovingly made in workshops in China and Turkey. We do not work with any subcontractors, we work directly with all of our mills and CMT facilities.


We’re in business to make intentional fashion the norm, and reducing emissions by 1% while we’re at it.

Below, are our ultimate goals.  We’re dreaming big, and although we have much, much work to do,  we consider these, our north-star goals,  in every business decision we make.  
- Zero inventory, forever
- 100% bio-based or post-consumer raw materials
- Net-zero scope 1 emissions
- A traceable and transparent supply chain
- Fully circular products 
- Reduce global carbon emissions by 1% through developing on-demand, localized, and automated manufacturing [see VEGA™]

Some smaller milestones and initiatives that we are working on this year; 

Raw materials & circularity
- Have 20% of our sold material components from post-consumer, regenerative or rain-fed fibers.
- Have 95% of our sold material components being cellulose-based, we are currently at 88.99%.
- Build a dynamic tracking of our raw materials input & waste, energy, CO2, and water.

Chemical goals
- Audit all suppliers to eliminate any restricted substances from the Bluesign RSL from our supply chain.
- Track significant air emissions of NOX, SOX, and VOCs across direct emissions.
- Social responsibility
- Have factories agree to take steps towards creating a living wage document that can be proven through certifications. 

Carbon reduction
- Access exact quantities of direct and indirect energy and emissions impacts and set Science-Based Targets for the company.

What we’ve achieved this year - 2022
- Elimination of electroplating processes from our zippers, the last remaining electroplated process in our supply chain.
- 100% biodegradable and compostable packaging.
- Switch our entire thread range to circular dissolvable thread.
- Get B-corp certified.  
- Publish our first sustainability report & set a framework for future reporting. 
- Created a code of conduct for our suppliers. 


We build our jeans to last. They are meant to wear gracefully. Our golden rules are the following: 
- Barely wash them. Once every ten wears. If that.
- When you do wash them, wash them cold and inside out.
- Don't bleach them. Ever.
- Ideally, hang dry. Otherwise, tumble dry low. Cool iron if needed.

If you are ever ready to let go of your pair of jeans, we encourage returns. Our returns are repurposed into samples, or downcycled by our collaborators.


OUR IMPACT

Learn More

The problem

Our business model

Our north star(s)

Our fabrics, our bread, our mills, our butter

Say wash?

Traceability, recyclability and renewables

How we're doing

People, first

Our commitments

Care

Support