The Denim Story


The denim industry has been known to be dirty business. It takes 2000 gallons of water to produce ONE pair of jeans traditionally. 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 2900 gallons of water to produce 1 pair of traditional jeans. 

And 1500 gallons of that is just enough to produce enough cotton for 1 pair of jeans. 

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



Cotton has a serious environmental footprint and has been denim's primary fibre of choice since the dawn of its time. But 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.

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

Synthetic Indigo needs caustic (bleach) and hydrosulfite (a toxic substance), creating millions of gallons of waste water in the dyeing process. 

These are then washed away into to nature causing detrimental environmental impacts. 


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!