The Denim Story


The denim industry has been known to be dirty business. It sometimes used to take 2000 gallons of water to produce ONE pair of jeans! But, there are ways that we can turn this blue world green. 

Let's go over some of the major issues in the denim / fashion industry and what you can do to help! .




It takes 3781 litres of water to produce 1 pair of Levi's 501 jeans. 

And 68% of that is just enough to produce enough cotton for 1 pair of jeans. 

The rest is used in the consumer care stage, dyeing, and finishing processes that are used to achieve vintage and worn in looks.




Cotton has gotten a reputation for having a serious environmental footprint, but has been denim's primary fibre of choice since the dawn of its time. As we learn about cotton's environmental impacts, mills and manufacturers are looking to alternatives to reduce denim's reliance on cotton. But, for now, cotton is still the primary fibre in denim production and with good management, does not have to be so bad for the planet.



Chemicals are one of the main components of our clothes, but when used properly and safely, can have their benefits.

But heavy use of chemicals causes massive freshwater and ocean pollution, as well as soil degradation, which poses great threat to global food security. 

The real problem with synthetic Indigo is that it requires caustic (bleach) and hydrosulfite (a toxic substance), that creates millions of gallons of waste water in the dyeing process. 

These are then washed away into to nature causing detrimental environmental impacts, but what if there was a better way?



It is no doubt that fashion is one of the most wasteful industries and denim in particular is under attack for being one of the worst offenders. 8% of all greenhouse gas emissions are linked to the manufacturing of garments and unfortunately, garments are being worn 40% less than the previous generation. This leads us to the real problem - over production /over consumption.


We are committed not only to bringing you the most up to date facts about the denim industry, but would love to anwser any questions you may have!