The process of making denim is extremely detrimental to the environment, from farming, to resources used and pollution. Following their campaign ‘Because Denim is Filthy Business’, outdoor clothing company Patagonia wants to introduce a sustainable denim line made with 100% organic cotton, and using environmentally sensitive dyes.
The collection, called ‘Patagonia Denim’ uses 84% less water and 34% less energy, due to eco-friendly manufacturing processes. It features six styles of jean – three for men and three for women, and are designed using fair trade certified sewing processes that ensure fair labour standards.
Patagonia’s business unit director, Helena Barbour stated
“We wanted to find an alternative solution to using the standard indigo dyeing methods we once employed to create denim. It took several years of research, innovation, trial & error, but the result is a new path for denim. We’re hopeful other manufacturers will follow suit & help us change the denim industry.”
Overall, Patagonia’s Fair Trade clothing has increased from 33 styles in spring 2015, to 192 for AW15.