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Denim Production is Incredibly Wasteful. These Eco-Friendly Jeans Are Breaking the Cycle
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Jeans. We all love and own multiple pairs of them. But it’s no secret that fashion remains one of society’s most environmentally destructive industries due to the volume and frequency at which we consume and throw away garments. To keep up with this demand, most clothing companies aim to produce as much as possible for as little money as possible—and that often comes at the expense of nature.
Denim manufacturing is notoriously wasteful. It takes a hell of a lot more water than you think to make a pair of jeans: approximately 1,500 gallons to grow the cotton alone, notwithstanding the gallons used for achieving the perfect rinse in the finishing process. Luckily, brands like AYR are starting to break the cycle.
Coinciding with Climate Week, the direct-to-consumer brand beloved for its denim and outerwear is launching its first pair of eco-friendly jeans today. Crafted from recycled cotton and washed using just one cup of water, AYR’s new “Aloe” Jeans are some of the first truly sustainable, premium jeans to hit the market.
Why aren’t more companies working like this yet? “Until sustainability becomes a universal value, it will continue to be challenging from an investment perspective. Because most consumers prioritize cost to themselves over cost to the environment, mills and manufacturers have not needed to develop alternative solutions,” says Maggie Winter, AYR’s co-founder and CEO. “This was a costly project for us.”
Getting the production equation right took quite a bit of research and development. “The biggest logistical challenge was to find a partner to wash this jean with a process that focuses on sustainability,” says Jac Cameron, AYR’s co-founder and creative director. “Many of the wash houses in Los Angeles work in traditional methods with a lot of water wastage, so we were thrilled to have found Eco Prk, which has been working for the past 10 years to create a very eco-friendly washing system. After the jeans are washed using only one cup of water, they filter it and water the succulent garden or make a cup of tea.”
Additionally, AYR sourced the fabric for its Aloe jeans from ISKO, one of the only denim mills in the country certified by the Better Cotton Initiative, which exists to improve global cotton production for the environment, and also recycles 90 percent of its water. As an added charitable bonus, AYR will donate 20 percent of all proceeds from the Aloe Jean to the Fresh Air Fund during the first month of launch.
While some customers might balk at the Aloe jean’s 5 tag, it’s important to understand that not cutting corners comes at a price. “It became very clear from a sourcing to production perspective the process was going to be a costly one,” says Cameron. “This is the most expensive jean we have ever produced, and we have yet to see if our consumer will respond positively to the ethos behind it, but it’s an important conversation to be a part of.”
The truth? “We’re not getting rich on this jean,” says Winter. “But know what? We are an independently-owned, female-founded company. We make our own decisions and think that directionally, it’s our duty to produce products we are proud of. We may not change the world, but we can present an alternative. It’s amazing to be a part of an industry that’s evolving for the better. One day, producing sustainable products won’t even be news at all.”
AYR’s Aloe Jean retails for 5 and is available now at ayr.com. For the first month of sales, AYR will donate 20% of all proceeds to The Fresh Air Fund, a non-profit which helps low-income kids from New York City enjoy outdoor activities
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prev link: https://www.crfashionbook.com/fashion/a12435923/eco-friendly-sustainable-denim-ayr/
createdAt:Wed, 20 Sep 2017 11:59:30 +0000
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section:Fashion