Shopping Basket


It can take up to 2,000 gallons of water to produce a single pair of jeans.

You know the water cooler in the corner of your office, or the one at the doctors? That's 400 of those.

To make one pair of jeans.

That slightly unbelievable figure includes growing the cotton (1,800 gallons for one pair) and the intensive chemical washes used to treat and dye the fabric for that ‘worn-in’ look that’s so desperately popular. And those chemical washes? They use heavy metals like cadmium, chromium, mercury, and lead. Chemicals that all too often find their way into rivers, and eventually all the way to the sea.

Now, you might be thinking, “This is a page about your denim! Why are you telling us this?”. Because we believe in doing things differently. We know there is another way.

What’s in our jeans?

It’s true that the denim industry is polluting, which is why we are trying to change things. We make our jeans from organic cotton, requiring 71% less water and 62% less energy to grow compared to the standard cotton used in the majority of denim production. It also means that there are no pesticides used in the growing process, so no harmful chemicals leaching into the soil or food chain.

It’s not just about how the raw materials are grown. We are striving to change the way denim is produced and are proud to work with a pioneering factory who go to great lengths to reduce their impact on the environment.

Amongst the many initiatives that they have in place, is the recycling of all their water at an onsite sewage facility, making it suitable for reuse in the factory and on local farms for agriculture. They separate out the dye slurry from the water – all too often dumped into rivers, devastating entire ecosystems and harming local communities – it is then baked into bricks for use in building and housing projects. They even air dry the jeans to save on electricity consumption and reduce their carbon footprint.

Our work isn’t done

Our factory’s commitment to more sustainable working practices and reducing environmental impact is what convinced us to work with them.

The tide is turning slowly within the fashion industry, and there is a long road ahead, but we are striving to drive this change and to make things better.