Danish denim brand Gabba is launching a sustainable product program and, as part of it, the first collection of the Gabba Reduce denim series.

Since Ole and Karen Madsen founded Gabba in Kolding in 1983, the family-owned company has strived to develop new fabrics, trims and washes, Gabba says. Now the theme of sustainability in relation to denim is to be given even more emphasis: For the first Reduce collection, which includes seven jeans styles, "ecological, recycled and sustainable fibers as well as state-of-the-art production processes" are to be used; for denim washes, for example, ozone and nanotechnology, which, according to Gabba, significantly reduces water consumption–down to 11 liters of water per pair of pants. Instead of chemicals, lasers and enzymes are used to achieve a used look. All styles are rated by EIM Score (Environmental Impact Measurement). The exact score within the "low impact" category (from 0 to 33) is indicated on the hang tags.
Gabba Reduce includes seven jeans styles.
Photo: Gabba
Gabba Reduce includes seven jeans styles.
"Optimizing resource efficiency is a continuous learning process. We work closely with our business partners and manufacturers to redefine the well-known Gabba Jeans through meaningful sustainable features, without sacrificing our basic attitude and personal expression. The Reduce jeans are just the beginning; as we explore and deploy these new technologies, they will rub off on the entire collection and everything we do," says Enrico Severini, Jeans Developer at Gabba.

The details of the Gabba Reduce jeans have also been overhauled: For example, the patches are made of denim instead of leather and the rivets have been replaced with embroidered reinforcements. The previously signature gold-plated Gabba Rivet has been reinterpreted and replaced with a blue thread that has run through the collection since the 1980s.

The Reduce collection is to be complemented by a sweat collection this 2021.



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