The Australian brand have just released the world’s most sustainable denim wash.
In case you hadn’t noticed, or have just been living in sweatpants for the entirety of lockdown (no judgements), the beloved cultural artefact also known as the blue jean is currently experiencing a trendy revival. The much-maligned garment has come under fire in recent years, owing to its unsustainable water gobbling properties, so Australian brand Outland Denim have decided to do something about it. Enter the one and only AMY jean – the world’s most sustainable denim wash. You heard that right – in the world! The release coincides with July 30th’s World Day Against Trafficking Persons, with Outland Denim hoping to shed light on a chilling global catastrophe that actually inspired their existence.
As pointed out in their latest campaign, the denim jean market is worth $66 billion globally, with the human trafficking industry being worth $150 billion in comparison. Pretty spine-tingling isn’t it? The company itself was born out of a desire to create jobs and financial support for vulnerable members of society, or those who wouldn’t be given the opportunity otherwise, perhaps after escaping from situations similar to this.
In keeping with the ethics of their brand’s ideology, Outland Denim promote a totally eco-conscious way of living. Sourcing raw materials from suppliers who champion social and environmental responsibility to the highest degree all the way down the supply chain, every button, stitch and pocket is chosen with an sustainable end game in mind.
“In designing our latest denim offering, adding an authentic vintage-inspired rigid jean was a must. The challenge was that conventionally, vintage-wash denim jeans require intensive washing using processes that have devastating effects on the environment. We were not willing to compromise our values to achieve the look we were hoping for,” said Outland Denim’s CEO and founder James Bartle.
The facts are this: the AMY Former jean uses 67% less water, 46% less Energy, 83% less chemical, and 77% less worker impact than conventional vintage-wash jeans. Combining an array of natural fibres such as organic cotton, recycled cotton, and lyocell, the fabric’s open-style weave not only adds structure and rigidity, but also creates a beautiful faded sapphire blue that any denim-lover would keel over for.