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.

The production of denim is often synonymous with water waste, particularly in the industrial washing process. We're looking at key stages of our denim supply chain for innovative measures that can reduce waste.

Denim made with less water

Textile company Jeanologia® has developed Environmental Impact Measuring (EIM) software to analyse the environmental impact of denim wash processing. According to this software used by our supplier Kenpark, throughout production, the washing process for our men's denim range uses 50% less water compared to conventional denim washing.

Denim made from Australian cotton

In some denim ranges, we use Australian cotton. Australian cotton growers are recognised as leaders in responsible farming practices, both in their water efficiency and in their use of cotton varieties suited to the Australian climate.

Denim made with reclaimed fibres

We use TENCEL™ Lyocell x REFIBRA™ fibres in the making of our Sateen Jean and Sateen Skirt. These fibres are made using REFIBRA™ technology, which blends recycled cotton scraps with wood pulp sourced from responsibly managed forests and is made in a closed-loop production process.