Organic Basics launches ‘circular’ denim (but says world ‘doesn’t need’ it)
Copenhagen-headquartered “ethical” fashion brand Organic Basics recently launched its first ever, “circular” denim collection.
However, “the world doesn’t need a new denim collection,” the brand’s launch copy announced. “But we do need to start making denim differently. We need to make denim that respects people and planet. We need to create denim that can stay in use - get shared around - and recycled. This is about keeping our denim in circulation,” the Danish company continued.
The new denim range uses only organic and recycled cotton and does not add in “what we can’t un-mix” (ie, synthetic blends). This way, Organic Basics said, the garments can be recycled and “stay in circulation for longer”.
Zero metal rivets have been used, along with “clean aesthetics” that will “age with beauty over time”, thanks to the lack of synthetic additions, the brand explained.
Further comments by Organic Basics detailed the company’s “commitment to fair wages, zero-waste production and solar power energy”, plus its installation of an ozone-washing treatment that “reduces water consumption by 95%”. In this way, the brand’s denim production is “a lot cleaner [than generic denim]”, the brand said.
Three denim styles were launched for both men and women: 5-pocket jeans (offering a “classic, slimmer fit”), denim chino trousers (a straight-leg style), plus a “workwear-inspired” denim jacket.
Image: Organic Basics via Instagram.
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