Up until 2014, our Conscious label
was limited to products made with
more sustainable materials. Now it’s
no longer just the material choice
that make our products more sustainable
but also low-impact production
techniques that reduce the use
of water, energy or chemicals. Denim
in particular often requires water
or energy intense treatments. That’s
why, in autumn 2014, we launched
our first Conscious Denim Collection.
With this collection we developed
innovative techniques based on a
tool from Jeanologia, a Spain-based
company. With this, we managed to
use on average 56% less water and
58% less energy as compared to other
denim. In 2015, we will gradually
apply this tool to all of our denim
products. We will continue building
on these and additional innovations in
washing as well as dyeing processes.