Denim has come to be regarded as a staple in the fashion industry. It is made from a durable cotton twill fabric with a distinct diagonal weave. Indigo dye is used to give denim its characteristic blues – the different colour levels of denim are achieved through various washing processes.
Denim is renowned for being a hardworking fabric, due to its resilience and durability. The cotton construction means it is soft against the skin, while the weave creates a toughness to the fabric. Denim lasts years, and looks best with a lived-in look.
The production of denim is often synonymous with water waste; the process of washing denim uses thousands of litres of the finite resource. We’re looking at all areas of our supply chain for innovative measures that can reduce any waste we can.
As mentioned, denim is made from cotton fibres. Cotton is the most widely produced fibre across the globe.
Here’s how we’re combating these issues.
Denim made with less water
We have worked with our factory Kenpark and partner Jeanologia® to develop a low impact washing process for our Country Road men’s denim range. Jeanologia® have developed Environmental Impact Measuring (EIM) software to analyse the environmental impact of denim wash processing, which has determined that 50% less water has been used in this range compared with the global standard.
Denim made with reclaimed fibres
TENCEL™ with REFIBRA™ technology is branded lyocell fibres, made from a blend of recycled cotton scraps and wood pulp sourced from responsibly managed forests.
These fibres are based on Lenzing’s lyocell production process, which means they inherit the environmentally responsible properties of TENCEL™ lyocell fibres including water use levels that are up to 20 times lower than conventional cotton.
Denim made with recycled fibres
We’ve introduced a new collection of jeans, which are made from a blend of recycled denim, virgin cotton and a small percentage of elastane. We start with pre-loved denim that would otherwise end up as landfill, shredding the denim back down into cotton yarn. This is then spun and woven back in with virgin cotton and elastane.
At the moment we cannot make a yarn that is 100% recycled cotton as the fibres become too short in the shredding process and tend to break, leading to an overall weaker final product. We welcome technological advancement in this space and continue to play an active role in increasing the demand for recycled materials.
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