More style, less waste – sounds good, right? Meet our new range of great fitting denim with a conscience, created by one of the world’s cleanest and most sustainable factories. Crafted using 98% recycled water + 85% air dried = 100% White Stuff.

Reduce, Reuse, Rethink Denim.

98% recycled water
+ 2% evaporated
= Zero discharge.

High five to that!
Our jeans are 85% air dried.

Through planet friendly initiatives, energy usage has been lowered by 13 million kilowatt hours per year.

Powerful stuff, huh?
Nothing goes to waste, even sludge can get a new lease of life. By mixing this toxic by-product with concrete, environmentally friendly bricks are made to make affordable homes for people in need. Hurrah!
Do Good stuff Denim