‘Conscious denim’ programme reduces water use by 96%, Danish brand claims
Danish brand Samsøe Samsøe has launched a new “conscious denim” collection called Blue Belief.
It has said Blue Belief is part of its ongoing commitment to reducing its impact on the environment through sourcing “more sustainable fabrics”.
The collection uses either organic or entirely recycled cotton with trims made from naturally oxidised studs, nickel-free zips, recycled polyester thread and Jacron (cellulosic fibre) plaster patches.
Samsøe Samsøe describes its denim finishing process as being “virtually waterless” by virtue of removing water from stone washes and instead using ozone washing and e-flow bubble technology. It says it has reduced water use by 96% in the Blue Belief programme.
New styles included in the programme are Elly, for women and Eddie for men. Ellie offers a nod to the 1990s and has what the brand has called “an excellent ‘mom’ fit”. Meanwhile, it refers to Eddie as its loosest fit ever. It references the 1950s straight-legged, Marlon Brando-esque aesthetic, but with “a modern twist”.
