1. Drink in moderation: terribly excessive water consumption 💧

Growing cotton, the main material for denim, is extremely water-intensive. A single pair of jeans can require up to10,000 liters of waterfor its production, between the irrigation of the cotton and the multiple industrial washes. It takes approximately10,000 liters of waterto produce a single pair of jeans, the equivalent of285 showersThe Aral Sea, once one of the largest lakes in the world, has almost disappeared due to intensive irrigation of cotton fields, particularly in Uzbekistan.

2. The Chemical Brothers: the massive use of chemicals ☠️

From cotton cultivation (pesticides, insecticides) to dyeing (especially synthetic indigo) and washing treatments (chlorine, potassium permanganate), denim is exposed to many products that are harmful to the environment and the health of workers.

3. In troubled waters: water and soil pollution 🌊

The dyes and chemicals used in denim manufacturing often end up in rivers and groundwater, especially in countries with lax environmental regulations. The result: waterways transformed into toxic “blue rivers.” In Xintang, China, known as the “denim capital,” industrial waste has turned rivers blue, causing the water to become toxic for both residents and the ecosystem.

4. High carbon footprint 🌍

Between cotton cultivation, processing, dyeing, treatments (stonewash, sandblasting), assembly and transport, a pair of jeans can go through severaltens of thousands of kilometersbefore arriving in stores, thus generating a significant carbon footprint. A pair of jeans can travelup to 65,000 kmbefore arriving in store, eitherone and a half revolutions of the Earth

Our approach: to design jeans that look as good as they did in the 90s and are as eco-friendly as they will in 2040. We take a responsible approach by reducing our environmental impact at every stage.

1. Use of organic cotton, regenerative cotton and recycled cotton from old jeans

Unlike conventional cotton, organic cotton is grown without pesticides or insecticides. Using recycled cotton yarn from recycled jeans prevents overproduction and extends the lifespan of existing materials. Recycled cotton comes from old jeans that are repurposed into new yarn. The entire chain of recycling into new yarn and weaving into new fabric is located in Italy. By blending recycled cotton with regenerative virgin cotton, we obtain a sublime and durable new fabric.

2. Sustainable and transparent production in short circuits

We manufacture in Europe, in workshops that adhere to strict social and environmental standards. We then produce in small, regular batches to ensure quality, avoid overproduction, and avoid destroying unsold items.

3. Choosing less polluting dyes and treatments 🎨

Upstream: the indigo used by our partner Candiani in Italy for dyeing the canvas is more than 2 times less loaded with chemicals, and requires a very small amount of water. Once the jeans are made in Portugal, we use more responsible washing techniques, such asozone, which allows you to wash out color without using tons of water or toxic chemicals.

4. Rewear is the new cool ♻️

Our jeans are resistant to time and fleeting trends. We help youto maintain themto extend their lifespan, andwe repair your jeansworn in the Studio. We don't just want to make beautiful denim, but we also want to commit to a cleaner and more sustainable wardrobe. 💙♻️

We're far from perfect, but we're working on it. You can ask us questions at any time at [email protected].