The decision to use better materials is made at the design stage, when sourcing the fabrics. With every collection we aim to increase the number of responsible fibres we use, setting ourselves the target that 70% of our styles will be made according to our responsible materials criteria by 2024 (see our Better Materials section).
Denim is traditionally made from conventional cotton. This fibre has a significant impact on the environment, which is why we are committed to replacing all conventional cotton in our collections with better alternatives by 2025, such as recycled, BCI or organic cotton, which needs significantly less water to grow.
With regard to water use during production, we’ve been working with our partners to implement technologies such as e-Flow® to reduce water use wherever possible. From Spring 2022, we’ll be tracking the environmental impact of each denim item we make, using the EIM (Environmental Impact Measurement) scorecard by Jeanologia™. This scorecard measures water, chemical and energy consumption as well as worker health in the production process. By formalizing the way we measure, we can take further steps to improve and reduce our impact.
Our efforts in responsible design are not limited to the fabrics or production processes. Designing for longevity is also part of our way of working, creating styles that you’ll be able to wear for many seasons. We also explore ways to reuse, repurpose and recycle garments, extending their life cycle.