These last years have seen the greatest developments in innovation regarding all phases of the production process to reduce environmental impact. Low impact dye, recycling water, increasing recycled content in fabrics, washing with less water, chemicals and energy – valuable and necessary steps have been made.

As a brand, we always try to be two steps ahead. Forward thinking and sustainable innovations, we have tried and tested and kept on going with the same spirit and clear mission; to lead the industry to change.

Now it’s time to help retailers and consumers to buy their clothing in a different way: buy less but better, buy dry denim for its long-lasting quality and water saving nature, repair clothes before buying new or upcycle them into something totally different.

We want to encourage consumers to passionately engage in when buying clothes, to consciously buy and choose quality items that last a lifetime. We have to give them the tools to make the best decisions by being honest and transparent. This way we can guide the consumer past greenwashing and get them into real quality wear for the next era.”