Madewell has created the Cali Denim, a boot-cut jeans style that claims to be the first style using Bluesign Approved Isko fabrics, prioritizing sustainability in the production of a pair of jeans.
The new jeans, sold through madewell.com at US$138, are made with Isko fabrics that are dyed and finished with Bluesign Approved chemical products and produced in a resource-conserving way with a minimum impact on people and the environment.
These jeans are made with Isko's Reform technology, a denim that has obtained the Bluesign Approved status. Among the benefits that this fabric technology offers there are freedom of movement, a slimmer, smoother, and more streamlined appearance, and a high holding power allowing the jeans to keep their shape and never bag out.
Daniel Rufenacht, CEO of Bluesign commented: “This collaboration between two of the denim industry's heavyweights, coupled with our Bluesign System for eliminating hazardous chemicals and reducing environmental impacts, demonstrates that the solutions to develop a high-quality, more sustainable, and accessible priced product is possible within the fashion industry at scale."
"At Isko, we believe that future-focused innovation empowers and improves our industry and enhances the value of our partnerships. This is evident in our achievements with Bluesign, in which our collaborations continuously help to lower the fashion industry’s impact on climate change," commented Fatih Konukoglu, CEO, Isko.
"Now, together with Madewell, we have collectively delivered to the market a world’s first in sustainable denim innovation. Being a global leader in the industry, Isko has the power to drive and accelerate change, and so we can confidently say that we will achieve our shared vision for a cleaner, safer, and more transparent supply chain,” he added.
The new collaboration signed by Madewell is a step in the brand’s journey towards achieving its sustainability goals, including the use of 100% sustainable fibers by 2025.