The biggest impact of a pair of jeans starts with its raw materials. That’s why our denim contains 62% mechanically recycled cotton, reducing the need for virgin cotton while helping lower the demand for water, energy and agricultural land.
Our recycled cotton consists of:
- 42% post-industrial recycled cotton, recovered from cotton production offcuts.
- 20% post-consumer recycled cotton, made from worn-out jeans collected and recycled into new fibres.
By giving existing cotton fibres a second life, we reduce the amount of new cotton that needs to be grown.
Why we don’t communicate one saving figure?
You’ll notice we don’t tell you our jeans save exactly 1,000 litres of water or precisely 2 kg of CO₂. That’s intentional.
Environmental impacts depend on where cotton is grown, how it’s irrigated, how electricity is generated and how fibres are recycled. Those variables differ from one supply chain to another.
Rather than publishing one universal number, we choose to be transparent about what we know:
- 62% of the cotton in our denim is mechanically recycled.
- That means 62% less virgin cotton is required for the fabric.
- Using recycled fibres helps reduce demand for water, energy and new raw materials compared with producing the same amount of virgin cotton.
Not a perfect story. Just an honest one.
