Our philosophy is inspired by nature. In nature, there is no concept of waste; all materials are reutilized in cycles. Closed loop- or circular design strives to mimic these natural principles.

In 2019 we presented our first denim fabric through Our Most Sustainable Jeans Ever. The innovative fabric contained 100% organic cotton and was dyed using zero harmful chemicals while not wasting a single drop of water. We have been building on this innovative fabric ever since. We introduced a low dip summer version using only 2 indigo dips instead of 8, and then a stretch version where 2% sustainable stretch was added to the organic cotton for comfort. We have also launched a product range where the certification went beyond the fabric. Here, the full product, including buttons, yarn and labelling was 100% eco-friendly. This resulted in a 100% recyclable product. With these adaptions to the initial innovation, we are able to further increase the use of these circular fabrics throughout our collection. By continuously expanding the sustainable offer throughout our collections and providing more sustainable choices, we aim to make it easy for our consumers to join the change. Right now, about 5% of our fabrics is 100% recyclable. For 2025 we have set a new ambitious goal to be at 20%.


Aniline is a chemical and an inherent part of the industry standard indigo. This indigo technology historically has the lowest amount of aniline impurities present, further preventing any potential skin allergies and assuring safety for aquatic life.

Most recently, we introduced a denim fabric with regenerative indigo dyeing concept. This means that the waste from the indigo dyeing process is designed to become a fertilizer for the agricultural industry, underscoring our emphasis on circularity.


Sustainability starts at the drawing table, with the fabrics we choose to minimize our impact. It continues all the way through manufacturing and transportation to our stores. But it does not stop there. The environmental impact of our products continues throughout its entire lifecycle. This means that you can contribute too. Make sure to wash your jeans carefully and repair them if possible. When you’re truly finished wearing them, give them to a friend, a charitable organization, a second hand store, or find a recycle bin near you.