How exactly do we incorporate your old denim trousers in our fabrics? We agree that it sounds like some hard-to-believe piece of magic. And yet, it’s quite simple. For EverJean, our newest sustainable collection, we partnered up with European Spinning Group (ESG) and became a proud member of #hackyourjeans.
When our beloved, worn-out pair of jeans leaves the house, we often think that’s it. Garbage, we believe, or a donation to a social project in the best case. Even so, there’s an equally big chance that your old trousers end up in a brand-new fabric. Like one of ours, for example.
For our EverJean collection, we worked together with ESG to create upcycled (and thus sustainable) fabrics with that typical denim colour. ESG shreds the denim trousers into fibres, which are then spun into new yarns. Those yarns are at the basis of our collection. As you can tell: by reusing old materials, we don’t ask a lot of effort from our planet and we don’t have to dye our fabrics. Win-win!
In November 2019, sustainability project #hackyourjeans gathered all products made using ESG’s upcycled denim yarns in one group. The project received high publicity rates and showcased all #hackyourjeans ambassadors in a pop-up store revolving about sustainability. Also present there: sister company Clarysse, who joined the group with its low-impact towel Towel2.
Want to know more about the other colours in our EverJean collection and how we keep that dyeing process ecological as well?