sunnuntai 22. elokuuta 2010
Recycled cotton denims by REUSE Jeans
More about reducing your carbon footprint in fashion.. Denim is one of the most controversial fashion pieces when it comes to sustainability. We all need and want them to be a part (sometimes a big part) of our wardrobes, but looking at them from the ecological point of view, it does not look so good. Good, genuinely fashionable eco denim brands are very few. Jeans need loads of cotton and cotton is one of the most harmfull materials to grow. It requires much water and pestisites and contributes to erosion. Of course there is organic cotton, but that too is a new material and requires energy and resources to grow. Using recycled materials is really the most ecological way to manufacture garments as all the materials all ready exist and using them you take away waste. Of course some energy is used in reforming the recycled material into their new use, but still it is far better than making clothes from complitely new materials. For example polyester fleece can be produced nowadays from recycled PET dringking bottles.
I´ve not heard that jeans (cotton) could also be made from grinding fibre from used jeans to a pulp and then spinning it to make new recycled cotton fibre. REUSE Jeans does this. They use about 80% recycled cotton, 18% new and 2% elastane in their jeans. And all their styles cost less than 100$! This is the denim business of the future. Reforming the cotton fibre does use some water in the production but I´m sure we are still talking a fraction of the amount that would be used in growing it.
Just think about it. If all jeans manufacturers is the world would gather their unsold cotton jeans from their stores into one place, make them into "new" recycled cotton jeans and use them to cover some of the new cotton denim market, it would make a huge difference. Customers would get the same quality and models they are accustomed to, but greener. I´d buy it. And pay for it.
Here´s an interview of REUSE Jeans founders:
I´m not too exited about the REUSE Jeans denim models though. In my eyes the treatments, stitchings and embroiberies look a bit cheap. As a Scandi I prefer my jeans to be more clean cut, with a more classic and genuine looking treatment, and no big embroideries or visible stitchings.. I hope they hire an expert denim designer that has worked with some big brands if they´re going to make it in a global market and get fashion recognition. Being green is not the only thing a brand need to have to make it, but true fashion credibiliy. You know.. that you´re good enough for Vogue, or Elle :)
P.S. Get someone to redo your website. I can´t stand it when eco brands clog their site with flowers and butterflies, or globes.. Even if your brand is 100% eco, you should not have to underline it all the time. The product should be good enough as it is. Being eco is just a huge additional value to it. You´re also missing all promotional images from your website. Bloggers need good high res images in their posts. If you get people to write about your brand and supply them with fashionable good quality photos it is free press for you.