Swedish brand Lindex has unveiled its most environmentally conscious denim line to date. The Even Better Denim range dramatically reduces the amount of water consumed during its manufacturing process.
The washing process for a typical pair of jeans requires around 50-70 litres of water however Lindex says Even Better Denim needs only two litres of water per pair. Developed in collaboration with Spanish denim consultants Jeanologia, the new manufacturing process uses a combination of new innovative air and laser technology to achieve the most sustainable washing process possible.
The Even Better Denim styles are also made from more sustainable materials such as post-consumer recycled cotton and recycled polyester. The styles are dyed in the cleanest indigo dye on the market, which the brand says is not only better for the environment but also for the people who work in production. They also have more sustainable trims such as buttons, zippers and pocket bags.
“We are on a denim journey where we explore how we can offer our customers amazing denim with the least environmental impact possible. We are very excited to launch these new Even Better Denim styles, where through collaboration and new technology we have reached a new milestone,” said Lindex sustainability manager Anna-Karin Dahlberg.
Lindex began producing denim in a more sustainable way in 2014, which led to the introduction of Better Denim across its full denim offer. Better Denim is made from more sustainable materials and with more sustainable washing processes that only uses eight-12 litres of water. The new Even Better Denim styles are available in smaller collections but the brand says the ambution is to find improvements that can later be implemented across its entire denim assortment.
Lindex products, which include full ready-to-wear and lingerie ranges for women along with kidswear and beauty, are available on its website and at its UK stores in Westfield London and Westfield Stratford. Its denim line retails between around £29.99 and £39.99.