Fashion brands launch sustainable denim lines

Producing a single pair of jeans can take up to 10,000 liters of water, the majority of which returns to rivers and oceans filled with dyes and environmentally destructive chemicals. As pressure on fashion brands to offer more sustainable options grows, these companies are stepping up to the challenge.


Transparency champ Everlane is on a quest to make the world’s most sustainable denim with its first-ever line of jeans. Launched in September, the range of premium Japanese denim for women and men was the product of a seven-year search from the company’s CEO, who visited thousands of factories around the world in an effort to find one that would adjust its practices to become more eco-friendly. From a style standpoint, the jeans are designed to outlive trends and not easily wear out thanks to their sturdy fabric, which is more akin to a pair of vintage Levi’s than the stretch-denim popularized in recent decades.


Reformation launched a line of jeans that are far more environmentally friendly than the average pair while still maintaining the vibe that the company's shoppers have come to expect. Ref Jeans save 1,468 gallons of water and are made from deadstock fabrics that don’t sacrifice style just because they’re sustainable. The company purchases offsets for all of its clothes to bring their water footprint to zero but went even further for this initiative by creating The Wet Program: for every pair purchased, Reformation will clean an additional thousand gallons of water, starting with California’s San Gabriel River, which is located near the company’s headquarters.


In an effort to showcase that fast fashion can be sustainable, H&M launched its latest eco-friendly line: Close the Loop Denim, a six-piece collection of denim made partially from post-consumer recycled textiles sourced from the company’s garment collecting initiative. The initiative encourages customers to bring in garments they no longer want, from any brand and in any condition, to be given a new life as recycled clothing. Released earlier this month, the line consists of consciously-made jeans as well as denim jackets and skirts.