Nudie Jeans is doing their bit to help the planet, and we’re happy to see what they’ve got in motion. Similar to the Levi’s WaterLess campaign, Nudie is trying to cut down on cotton waste that comes along with the jeans manufacturing process. Many of their jeans have been produced using a small portion of recovered cotton, and Nudie points out that the former waste is now recyclable, thanks to new technologies. Aren’t you glad that more and more companies are finding new ways to reduce their impact?
The new collection is appropriately called “This Blue is Green,” and it will become available in April. Smart earth-savers can market their recycled/reclaimed/sustainable work to the end of the earth and back, and I wouldn’t fault them for it. Anything to get the word out! The jeans also feature organic trims and pocket linings and are made from 78% “conventional cotton” and 20% recycled cotton, plus a touch of 2% elastane. If you’re not in the market for a new pair of jeans, you’ll be happy to know that you can also look for This Blue Is Green pieces that aren’t jeans: they’ll also have men’s separates available. I’m not sure if those pieces will include organic cotton, but I hope so. [more pics at denim geek]