With its 'The Jean Of Tomorrow', the US denim brands AG wants to take another step towards more sustainable jeans and to focus on a holistic production approach. According to AG, the capsule collection is made of 100% biodegradable denim styles.
To create what AG calls its “most sustainable jeans ever” begins with sourcing fabrics near AG's Mexico factory to reduce the carbon footprint associated with overseas transportation. The jean styles are made from organic cotton, grown without pesticides, herbicides or synthetic fertilizers, and blended with hemp. Biodegradable and vegetable lyocell is added to give the final fabric a soft hand.
The use of distilled indigo aims to significantly reduce the consumption of water, chemicals and energy during dyeing. Laser finishing, eco-friendly washing ingredient, recycled water and an ozone technology also further reduce water consumption while avoiding harsh chemicals during finishing. The jeans are sewn together with vegetable and biodegradable Tencel thread. Sewn rivets replace traditional metal rivets, and Corozo button closures remove all metals from the collection. Labels such as care, content and size labels are replaced with screen-printing solutions using an eco-friendly soy-based ink. Hangtags and flashers are made from a seed paper sourced from Wildflowers.
The collection has already been on sale online in the U.S. since Earth Day. In Europe, the capsule will begin shipping to retailers for fall/winter ‘21. Starting in August, male and female styles will be available at select retailers starting at €279.
"Large companies with large manufacturing programs are responsible for developing and implementing greener processes. It takes extensive outreach and adoption to really move the needle in terms of impact and lower the cost of sustainability so we can see it become the new norm for all brands. AG strives to always push the conventional and the boundaries of what is achievable to reduce impact on the planet. ‘The Jean Of Tomorrow’ is just another example," says Samuel Ku, president and creative director, AG.
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