A Better Blue now dominates jeans at Closed
Fashion brand Closed has said a lower-impact denim collection it launched in 2018 now dominates its denim offering.
Hamburg-based Closed worked with two Italian partners, denim mill Candiani and laundry Everest, to develop the collection, A Better Blue, five years ago. By last year, it has revealed, 75% of the jeans Closed made came under A Better Blue’s banner.
Pillars of A Better Blue are sustainable materials, innovative and eco-friendly dyeing processes and low-impact washes. A pair of jeans has to meet at least two of these three criteria to win inclusion in A Better Blue.
Closed’s senior denim developer, Uwe Kippschnieder, said recently that A Better Blue was a good example of the success of the fashion brand’s relationship with Candiani. He said the companies “speak the same language”.
