Our eco-friendly denim line
A BETTER BLUE is our eco-friendly denim line. We developed A BETTER BLUE in 2018 together with
our long-standing denim partners in Italy – the Candiani weaving mill and the Everest laundry.
The production of A BETTER BLUE jeans saves considerable amounts of water, chemicals and electricity. Our A BETTER BLUE jeans are made using sustainable materials, eco-friendly dying methods and
gentle washing techniques – for sustainable jeans from start to finish, without ever compromising
our signature style and high quality.
Sustainable materials
For our A BETTER BLUE jeans, we use materials with a lower environmental impact, such as regenerative cotton, organic cotton, recycled cotton (post- and pre-consumer-recycled),
linen or hemp. Our stretch denim often contains degradable or recycled elastane.
Sustainable dyeing methods
Our denim specialists use innovative dyeing methods for our A BETTER BLUE jeans, developed to save water and chemicals in the dyeing process – such as the patented Kitotex® technology.
Sustainable washing techniques
Our denim laundries in Italy are constantly developing new environmentally friendly washing processes to achieve the signature look of our jeans – many of which even do without water completely, such as “washing” with laser.
