FASHION, BUT MAKE IT SMART

Nothing screams classic fashion like denim jeans. It’s a timeless staple and when that perfect pair fits just right, it has the power to enhance any wardrobe. Yves Saint Laurent said it best:

“I wish I had invented blue jeans: They have expression, modesty, sex appeal, simplicity.”

Ah, simplicity. That’s certainly the allure, but the process of making denim is everything but simple. In fact, InStyle Magazine called jeans “one of the fashion industry’s worst offenders of environmental damage.” Why is that?

For starters, the manufacturing of denim consumes liters upon liters of water, our planet’s most precious of natural resources. Secondly, massive amounts of harmful chemicals are used in the denim fading process. These chemicals are not only harmful to the workers manufacturing the denim, but also to our environment. Lastly, many companies choose the less sustainable route of production because it’s cheaper.

At Denim Prive, we believe that taking the necessary steps to achieve a better, more sustainable planet is priceless. We’ve committed to making our planet more habitable and strengthening the social fabric of our society. In staying true to those values, we’ve created the world’s most sustainable indigo: Smart Endigo.

Smart Endigo revolutionizes both the way indigo is made and the dyeing process that follows. It creates indigo that has a higher yield, reduces variation in the process and substantially reduces the salt content typically required in the dyeing process.

Our patented process employs a technology that utilizes an electro-chemical process and eliminates the need for any harmful chemicals, reducing our carbon footprint. Plus, the Endigo machine is solely powered with solar power. The only waste is pure oxygen.

We believe that the path to a more habitable planet is a marathon, not a sprint. It is up to us as a collective in the fashion industry to use our vision and creativity to create a brand that not only aligns with your fashion taste, but also your eco-conscious values. Sustainability cannot be achieved one-dimensionally.