Patagonia creates a line of sustainable jeans

The message is straightforward: "Because Denim is Filthy Business". To present its new line of jeans, Patagonia has taken on a strong stance, one which may likely ruffle a few other feathers in the denim world. However, the American company wants the message to hit home with the release of its new sustainable jeans.

Patagonia campaign for its news line of jeans - Patagonia

"Our desire is not to point fingers at the players in the sector," pointed out Mark Little, the brand's Sportswear Director. "We voluntarily chose to be disruptive. We want to capture attention, for people to stop and ask themselves about how things are done in the industry."

The brand has created a line of three pairs of jeans for men and three for women ranging from 99 to 129 euros. Customers can opt for a sporty, stretch version, made with 71% organic cotton and 29% Coolmax polyester, and thus not exactly "green". There is a 100% cotton version for men, as well as a standard cut. For women, a 100% cotton boyfriend or slim cut. The brand thus offers something for both sporty types and urbanites.

Patagonia was already working with organic cotton but decided to review its entire manufacturing process to have more sustainable products. It isn't the only brand though to offer organic cotton denim. In France, there is Bonobos and 1083 and Sweden has Nudie Jeans & Co.

The American brand's initiative thus serves to give even more weight to the work already started by these brands.

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