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Where sustainability in clothing is concerned, denim is the elephant in the room — or at least it has has been for a long time. In the past decade, as the clothing industry has begun to address aspects of sustainability, the omnipresent cotton fabric has been largely ignored. It’s not really a surprise, as the worldwide supply chain for denim is far from eco-friendly and would take a major overhaul to reform. Cotton growth accounts for 11 percent of global pesticide use and dyeing and finishing processes for denim often use chemicals that are unsafe for workers and the environment. Through its lifecycle, a single pair of jeans uses over 3,700 liters of fresh water. In order to address these systemic issues, a number of brands have begun to focus on more sustainable methods to produce jeans. This week, California-based Outerknown released a new collection of S.E.A. Jeans which are some of the best you’ll find on the market.
The new line, which is available in three fits and a variety of colors and washes, is part of the brand’s continuing focus on reducing denim’s impact on the environment. Last year, the brand — co-founded by pro surfer Kelly Slater and veteran designer John Moore — partnered with Levi’s to offer a range of sustainably made denim classics including 511 jeans and Trucker jackets. Made with Levi’s WaterLess dying innovation, those garments used up to 70 percent less water than conventional indigo dying. Far from over, the ongoing collaboration will continue to examine aspects of sustainability in new garments as seasons advance.
Similarly, the S.E.A. jeans are made from organic cotton sourced from the Candiani mill in Italy and the Isko mill in Turkey. They’re manufactured at the LEED-certified Saitex factory in Vietnam. Notably, workers at Saitex recycle 98 percent of water used in production, and they air dry 85 percent of their jeans to save energy, they use solar power and they harvest rainwater. Though they aren’t cheap (they range in price from $128 to $168), these jeans are produced to the highest possible ethical and environmental standards and Outerknown guarantees each pair for life. If you wear them out, tear a knee or rip a seam, the brand will repair or replace the jeans at their cost — that alone is a great reason to invest in a pair.
To learn more about what went into these forward-thinking jeans, we caught up with John Moore to talk about the scope of the collection, the importance of not throwing your jeans away and the incredible promo images shot in Hawaii.
Q: Did you learn anything from the Levi’s Wellthread and Outerknown collaboration that you applied to these jeans?
A: We learned the obvious, that our man loves blue jeans.
