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 • Beauty  • -The emerging sustainable denim has came to you

-The emerging sustainable denim has came to you

Denim, since its invention in the mid-19th century, has a history of more than 100 years. Denim piece has an irreplaceable and essential position in the fashion industry because of its advantages, such as comfortable to wear, changeable to style, long-lasting to preserve, and suitable for all ages. Since the release of the classic color of 2020 – navy blue, the fashion trend has blown up, and the clothing of denim fabric piece in everyone’s wardrobe has gradually increased.

Admittedly, the rough texture and color appearance of the denim brought a lot of fun to the spring and summer season. But everyone’s favorite denim items have been criticized for their great harm to the environment. Greenpeace said that 1.7 million tons of chemicals are needed to produce 2 billion jeans per year, and each pair of jeans consumes up to 7,000 liters of water. Most retail denim clothing will cause a lot of chemical pollution and the waste of water resources during the production process. The health of workers and wearers will also be damaged to a certain extent. If the enterprise does not take any action, the high-polluting denim fabric will eventually be eliminated by the market. Therefore, many denim clothing brands are gradually changing to the sustainable field, not just to protect the environment and protect workers’ rights, but also because this is an inevitable way to maintain the development of denim clothing.

Many brands began to use natural organic or recycled materials as raw materials. When considering environmental protection, almost all denim brands or denim series are to replace ordinary cotton with organic raw materials or recycled materials.

Wrangler is from the United States, one of the three major denim brands. To manufacture more environmentally friendly clothing, part of the raw materials come from the company’s own cotton farm, from planting to denim production in the United States. After announcing the sustainable strategy, Wrangler said that it is expected to realize the use of sustainable cotton across the board by 2025. At the same time, their sustainable business director Roian Atwood also said: “The current situation is different in the past, companies need to deal with global issues such as climate change. If the denim industry is stagnant in the case of continuous innovation in other industries, it will be irresponsible behavior.”

On the other side of the earth, Façon Jasmin, an emerging denim brand founded in Europe and Belgium in 2016, is also strict with raw materials. Most of their denim is made of high-quality denim from Okayama, Japan, and they have repeatedly introduced handmade high-quality denim series.

American classic denim brand Levi ’s has always been the representative of the denim market. In recent years they have also played a leading role in the sustainable denim fashion market. They urge customers to extend the service life of clothing on clothing labels and recommend more use and less washing. Besides, Levi ’s also cooperates with RE / DONE and other apparel brands to provide them with Vintage Levi ’s for creating new fashions.

Some denim brands provide intimate after-sales service to make full use of clothing and slow down their speed of entering the dump. Sweden ’s Nudie Jeans has done a series of meaningful services. Their brand stores are composed of two parts: sales stores and repair stores. They ensure that specialty stores around the world are equipped with repair shops, and clothing repairs are free of charge. In addition, there are irregular mobile repair stations in parts of Europe. And for those who are inconvenient to go to the store for repairs, they can apply for free repair materials on the official website and send them home.

The transformation and innovation of these brands have brought a new round of vitality to Denim fashion, and also made people realize that the sustainable transformation of the fashion market is imperative. The pollution behind the gorgeous fashion industry is shocking; if people only talk about sustainability from the brand level, it is not enough. As consumers, people still need to establish their own style while developing a correct consumption concept, but how to find it. The “conscious purchase of clothing” has been affecting and improving the living environment of ourselves and the next generation.