Jeans are a staple garment in most people’s wardrobes, so much in fact that in America, the average consumer buys four pairs of jeans each year, according to EcoWatch. The global denim jeans market is even estimated to generate around US$129.8bn in retail sales by 2021, so the website Statista says.
The jeans are made from using 100% organic cotton from mills Candiani and ISKO
But manufacturing a pair of jeans is not the eco-friendliest process – it uses a lot of water, energy and chemicals, which can be quite harmful to both the planet and workers. Fortunately, the textile industry is aware of this problem and has been trying to become more sustainable across the board. Now, the latest company to take a stand is Outerknown, a leader in sustainable clothing manufacturing. It has now launched S.E.A. JEANS made from 100% organic cotton.
S.E.A. stands for Social and Environmental Accountability and represents Outerknown’s commitment to people and the planet. S.E.A. JEANS product line is available in three different styles, three different denims and 12 different washes and colours. Each fit is available in three different lengths and they are all finished with trim and detailing that further capture the brand’s coastal personality.
The jeans are made using 100% organic cotton from mills Candiani and ISKO and they are manufactured by Saitex. Using organic cotton is said to be preferable to using regular cotton because there is no need for fertilisers and pesticides. These chemicals make cotton a polluting crop and are therefore more harmful to the environment.
“Jeans are an integral part of our lifestyle, but we were adamant about producing denim only if the manufacturing process could meet our strict social and environmental standards,” says John Moore, the brand’s co-founder and creative director. “It was equally important for us to achieve great quality and the right look and characteristics of our denim selections.”
Outerknown says it intends to highlight the full lifecycle of great denim by utilising the ‘right’ (responsibly sourced) fabrications to create a product that lasts a long time. Beyond a lifetime guarantee to repair or replace, the brand will accept old pairs to upcycle and ensure that they don’t end up in landfill.
Kelly Slater, another co-founder, adds: “S.E.A. JEANS is the greatest example of why we started Outerknown. Our team has pushed every boundary to make S.E.A. JEANS the most sustainable they can be. It wasn’t enough to just use less water and organic cotton; we decided to put a Lifetime Guarantee on them.”
Outerknown was founded in 2015 by 11-time World Surf League champion Kelly Slater and designer John Moore. It is a sustainable menswear brand created to build a connection between style and sustainability. For more information, visit https://www.outerknown.com/
