Denim news and archive

Verifying green claims: A new benchmark for water usage in indigo dyeing

What makes an indigo dyeing process “sustainable?” And what is the average amount of water used to dye denim today? The answer is - we do not know as there has been no benchmark to date that compares processes of denim mills worldwide. There have been, however, water saving claims galore but again, without a benchmark, it is hard to gauge what...

Retail

EB Denim opens debut flagship store in Los Angeles

EB Denim has opened its first-ever retail store in Los Angeles, its native city. Located at 217 S La Brea Avenue, the new flagship location is set to serve as a home base for the brand, offering EB Denim’s denim collections, essentials, and seasonal drops. The store features the brand’s distinctive signature style, measuring more than 5,500...

Fashion

Mother partners with Chloe Fineman for capsule collection

Los Angeles-based fashion brand Mother has partnered with actress and comedian Chloe Fineman to develop a retro-inspired capsule collection. Working together with the “Saturday Night Live” cast member and her sister Emma Fineman, the capsule collection is said to be inspired by the spirit and energy of the 1960s. The Chloe x Mother collection...

Retail

Urban Outfitters partners with Levi's for second On Rotation in-store experience

Urban Outfitters has partnered with denim brand Levi’s to launch the second season of its immersive in-store experience, On Rotation. An ever-evolving retail concept, the new destination offers a mix of Levi’s iconic styles through the lens of UO’s unique perspective. Available online and in five select Urban Outfitters locations until September...

Fashion

Paige marks 10th anniversary of Transcend with special campaign

California-based fashion brand Paige is celebrating the ten-year anniversary of Transcend, its signature men’s denim fabric, with the launch of a special campaign. Marking the first-ever campaign dedicated to the Transcend fabric, the brand initiative includes a short film series, shot and produced by Russell Tandy, that takes a closer look at...

Fashion

American Eagle states Sydney Sweeney's campaign is just about “jeans”

US fashion retailer American Eagle, known for its denim and casualwear, has been responding to criticism over its recent advertising campaign with actress Sydney Sweeney, which critics state has racist undertones. In the campaign, the actress, known for her roles in White Lotus and Euphoria, can be seen wearing an American Eagle denim jacket and...

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Business

Impact over label: Kuyichi explains why it is not (yet) a B Corp

An increasing number of brands are receiving B Corp certification. Due to B Corp updates, certified companies must re-certify within a certain number of years and demonstrate improvements. However, Dutch sustainable fashion brand Kuyichi is not a B Corp. The company is not currently pursuing this and is transparent about its reasons. Summary: B...

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Business

Soorty and Haelixa expand DNA-backed traceability partnership

Soorty, one of Pakistan’s largest vertically integrated denim manufacturers, is expanding its partnership with Swiss traceability pioneer Haelixa to strengthen circularity and transparency in global denim supply chains. As global regulations tighten around greenwashing and unverified sustainability claims, Soorty and Haelixa are looking to...

Fashion

Gabriela Hearst launches first-ever line of recycled cotton denim

Luxury fashion brand Gabriela Hearst has launched its first-ever line of 100 percent recycled cotton denim. Retaining the same look, feel, and overall properties as conventional denim, the line features several key styles from Gabriela Hearst in five distinct colors: cobalt blue, golden birch, antelope orange, burnt sienna, and white. All the...

Fashion

Nike and Levi’s tease summer collaboration

Nike and Levi’s have confirmed a collaboration via cryptic Instagram posts, igniting anticipation across the fashion and streetwear industries. A joint post from both brand accounts featured a sewing machine, rivets, and denim panels bearing both the Levi’s tab and Nike’s Swoosh—imagery that suggests a fusion of sportswear and heritage workwear...

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Business

Woolmark launches Wool Lab Denim Edition to cater to rising demand

Wool industry certifier Woolmark has announced the launch of the Wool Lab Denim Edition, two books aimed at catering to the rising demand for wool-infused denim. The Australian organisation debuted the new initiative during Milan’s Denim PV event, where it presented a space highlighting the nature of wool denim. The dedicated Wool Lab edition...

Fashion

Wrangler unveils denim collection with Pit Viper

Denim and western apparel brand Wrangler have unveiled its first-ever collection of denim for xtreme sports in collaboration with outdoor and accessories brand Pit Viper. The Xtreme Blue Jeans (XBJs) have been designed specifically for adrenaline enthusiasts and combine Wrangler's durability and authentic cowboy attitude with Pit Viper's...