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Levi’s Has Saved 1 Billion Liters Of Water


According to Levi’s, their efforts to save 1 billion liters of water have come to fruition. From Denim Blog:

You may remember that about a year ago, Levi Strauss & Co. CEO Chip Bergh said that he rarely washes his jeans. His remarks sparked a debate about the frequency of washing jeans and the importance of washing less. Today, LS&Co. is continuing that conversation with consumers and the industry by announcing several initiatives.

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• 1 Billion Liters Saved – Levi Strauss & Co. has saved one billion liters of water since 2011 through its Water.

• Consumer Engagement Campaign – LS&Co. today launched a digital tool to help educate consumers about the environmental impact of their own washing habits. LS&Co. is also asking fans to take the #WashLessPledge, by promising to wash their jeans less between World Water Day (March 22) and Earth Day (April 22).

• Product Lifecycle Assessment – Released today, this research showcases the differences between washing habits and impact areas across the globe; we also know from this data that some of the greatest water and energy impacts in the life of our products results from how consumers care for their jeans.

I think it’s amazing that they have managed to save 1 billion liters of water! It’s incredible to think just how much water gets used in the washing and making of jeans, so I’m glad they are taking action. I rarely ever wash my jeans myself purely because I’m a denim enthusiast that believes washing them too often ruins the wash and colour, so it’s good to know by doing that it’s actually helping out as well.

The study shows that of the nearly 3,800 liters of water used throughout the lifetime of a pair of jeans, cotton cultivation (68%) and consumer use (23%) continue to have the most significant impact on water consumption. Consumer care is also responsible for the most significant energy use and climate impact, representing 37 percent of the 33.4 kilograms of carbon dioxide emitted during the lifecycle of a jean. The new LCA expands on previous research to better understand the impact of cotton cultivation and includes data from the world’s primary cotton producing countries, including the United States, China, Brazil, India, Pakistan and Australia. It also analyzes consumer care data from new markets, including China, France and the United Kingdom, to understand the costs and benefits of differences in washing habits.

To reduce the impact of cotton consumption, LS&Co. is working with the Better Cotton Initiative® (BCI) to train farmers to grow cotton using less water. Based on the latest BCI harvest data available, in 2013, cotton farmers in China reduced their water use by 23 percent compared with farmers who were not using BCI techniques. LS&Co. plans to continue working with its global suppliers with the goal of sourcing approximately 75 percent Better Cotton by 2020, up from 6 percent today.

The new LCA also reveals that Americans use more water and energy to wash their jeans than consumers in China, France and the U.K. It shows that consumers in China wear their jeans, on average, four times before tossing them into the wash — and if American consumers did this, they could reduce the water and climate change impact from washing their jeans by 50 percent.

“It’s time to rethink autopilot behaviors like washing your jeans after every wear because in many cases it’s simply not necessary,” said Chip Bergh, CEO and president of LS&Co. “Our LCA findings have pushed us as a company to rethink how we make our jeans, and we’re proud that our water stewardship actions to date have saved 1 billion liters of water. By engaging and educating consumers, we can fundamentally change the environmental impact of apparel and, ideally, how consumers think about the clothes they wear every day.”

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Posted Jun 01 2015 in Campaigns » Denim News

Lara Stone & Justin Bieber For Calvin Klein Jeans


Supermodel Lara Stone and everyone’s love-to-hate-him pop star Justin Bieber are posing in a new Calvin Klein Jeans ad, which features Stone draped sensually over the young recording artist while he gazes to the side as if he… doesn’t notice. Oh wait, nevermind, he’s grabbing her lower butt cheek. The campaign (of which this is the first released photo) was shot by Mert Alas & Marcus Piggott in New York City. The campaign also features the hashtag: #mycalvins

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Image via Fashion Gone Rogue.

—DT Staff

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Posted Jan 09 2015 in Campaigns » Celebrity Style Watch » Denim News

These Alexander Wang Denim Ads Are Beyond Racy


Alexander Wang‘s new denim ads give new meaning to the term “racy”. They feature model Anna Ewers, shot by Steven Klein, in nothing but jeans. But even then, the jeans aren’t doing much to cover her.  As seen in the shots below, her jeans are scrunched around her ankles, and she appears asleep or otherwise indisposed. Suggestive? Offensive? Artistic? A second shot features a p.o.v. from the model’s perspective, with one hand between her legs.

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We’re not sure how these ads are going to sell jeans when the jeans are the last things you notice. ”Sex sells”, or just plain raunchy? You decide.

—DT Staff

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Posted Jan 07 2015 in Campaigns » Denim News

A Little Bit Of Summer: Gisele Bundchen For Colcci


Gisele Bundchen is featured in the newest campaign of Brazilian brand Colcci, showcasing the new “power” skinny jeans line. And appropriately enough! If there’s one thing we can say about the sex appeal in these images, it’s definitely powerful. Gisele wears a variety of washes and colors in an uber-tight skinny cropped style. The full set of images, which you can see at Fashion Gone Rogue, is making us long for summer in a big way.

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Image via Fashion Gone Rogue.

—DT Staff

 

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Posted Nov 26 2014 in Campaigns » Denim News

Jean Stories Collaborates With Clare Vivier On Denim Bags


Sometimes, dreams do come true. At least they did for the super stylish ladies of Jean Stories, who recently went into collaboration with their friend and accessories designer Clare Vivier. Clare was featured on the blog when it first launched, to talk about her favorite jeans. Now, the creative collective has released a selection of denim bags produced with all-American cone mill denim. Our favorites? A bleach-spattered indigo clutch and a white pre-dyed denim fanny pack. See the full collection and the story behind their trip to the Cone Denim© mill for  more.

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All styles are available at clarev.com.

—DT Staff

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Posted Nov 26 2014 in Denim News

Our Two Favorite Things: Alpaca Sweaters & A Great Pair Of Jeans


Who doesn’t love an alpaca? They might actually be one of the most adorable animals on the planet. Add to that the incredibly soft wool their coats provide, and you’ve got a winner. The founder of The Reformation, Yael Aflalo, apparently knows this. An exclusive interview on Fashion Gone Rogue digs into the launch of their new alpaca sweater line, featuring a lookbook where a model wanders around the highlands of Peru, in uber cozy-looking sweaters and a great pair of jeans. We fell in love before we even started reading. See the full interview here.

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Images via FGR.

See the full interview and more photos.

—DT Staff

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Posted Oct 10 2014 in Denim News » Interviews

Interview With Marta Goldschmied Of MADE GOLD Denim


When you’re the daughter of a denim industry aficionado, your chances of inheriting the passion for baby blues is are pretty high. That’s exactly what happened to Marta Goldschmied, whose father founded AG Jeans (one of our favorite companies). She’s launching MADE GOLD Denim this season, and the outcome is looking more than promising. The most exciting thing she’s got on tap? Activewear fabrics that look like denim, coined “indigo activewear”. Your mind might default to jeggings, but there is something far more luxurious going on with this formula. We asked Marta a few questions about her new line. Check out her answers below.

made gold denim interview

Denim Therapy: Obviously you hail from a bloodline of denim expertise (please stop us from making a jeans/genes joke here). Were you raised an expert, or did your interest in denim pique recently?

Marta Goldschmied: Having been brought up in the fashion industry since childhood, it was a natural evolution for me to get involved—especially in the denim industry. Shane and I came together because we shared a vision of creating a new generation of denim, redefining classics while still remaining true to the denim industry’s roots and history. We bring a fresh take and aesthetic on denim, and it’s important for us to take MADE GOLD to the next level every season, which is why we launched with a full ready-to-wear collection including leather pieces and cotton tees and tops in addition to the core denim styles.

The biggest lesson I’ve learned from watching my father is something he’s taught me about life: you don’t have to be the loudest person in the room to be the most respected. That’s the lesson I carry with me throughout this journey. He’s taught me that you have to be truly passionate when building a brand, and that passion and dedication are key to success. There’s no secret design advice.

DT: The phrase “indigo activewear” is immediately inspiring to denim lovers like us who are also into fitness and an active lifestyle. Can you tell us about how that was developed, and the story behind it?

MG: MADE GOLD’s Indigo Activewear has been the most exciting and challenging pieces to design and develop in the collection. While other brands have taken denim styles and offered them in knit activewear fabrics, we decided to do the opposite. We took the elements we know are key in denim, like washes and feel, and offered actual denim designed in activewear styles to make denim even more versatile and essential for customers.

DT: What are your favorite styles from the collection, and how would you style them for fall?

MG: My favorite pieces are the Legend with the 42″ inseam fashion skinny, which stacks up at the bottom. It’s a new take on the skinny jean silhouette, which is a favorite of mine, and is extremely flattering through the leg. I style it with the MADE GOLD cut-off tank and a killer heel, and I’m ready to go.

We’re currently working on our Fall/Winter 2015 collection and are excited to continue developing MADE GOLD products. There are some amazing structured over coats on their way, as well as crisp button ups and more closet essentials to pair with our core denim jean styles.

Check out MADE GOLD for more information, and check out their very cool lookbook below.

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—Michelle Christina Larsen

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Posted Sep 24 2014 in Denim News » Interviews

MiH Jeans Introduces Ultra-Flattering Bodycon Collection


MiH Jeans is launching their third run of Bodycon Jeans on October 1st, featuring new washes and styles. The special fabric blend used in this collection ensures a flattering fit, and the brand new styles are definitely something to look forward to: The Bodycon Marrakesh, a narrow kick-flare jean, the Bodycon 5-Pocket Jean and the figure-flattering Bodycon Zipper Skirt. See them below. These jeans are almost guaranteed to sell out if the previous runs are any indication, so mark your calendars, ladies…

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Check out MiH Jeansfor more.

—DT Staff

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Posted Sep 23 2014 in Denim News

American Eagle Outfitters x Budweiser Made In America Tees


As the official fashion partner of the Budweiser Made in America festival, this Labor Day weekend American Eagle Outfitters will launch their latest Fall 2014 collection in conjunction with one of music’s most sought-after experiences. As part of the partnership, the brand will launch an exclusive festival tee for both men and women to complement fall’s new denim styles, including the debut of Denim X, the Sky High Jegging rises and the classic Festival Shortie.

The exclusive festival tees read “Give Me Liberty or Give Me Beer” and “Made in the USA,” for men and women respectively, and will be sold at the concert and in a limited run online. All proceeds will be donated to the United Way, a charitable organization that helps individuals and families achieve their greatest human potential through education, income stability and health initiatives.

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Tees will be sold for $15 at the festival and $24.50 online at American Eagle Outfitters. See them up-close, below.

0164_3043_410_f AEO MadeInUsa Tee $15

-–DT Staff

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Posted Aug 29 2014 in Campaigns » Denim News

DL1961 Fall Campaign = Dark Wash Denim Heaven


From DL1961: DL1961 Premium Denim unveils its Fall/Winter 2014 campaign, which was shot against a denim backdrop by fashion photographer Sharif Hamza, and styled by Tom Van Dorpe. The campaign features models Tess Hellfeuer and Mathias Lauridsen, and highlights fresh, modern looks of head-to-toe denim. From dark, clean lines to sleek, buttoned-up styling, the campaign is a major departure from anything the brand has done before.

“This season we wanted to create a collection that represents the technological nature and sleekness of our denim,” said Sarah Ahmed, DL1961’s Creative Director. “We continue our mission to create ‘the perfect fitting jeans’ and are excited to unveil our Fall/Winter fit collection, which captures the premium, effortless yet signature style that DL1961 has become known for.”

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See more at DL1961 (and while you’re over there, here’s a hint: their spring/summer collection is currently on sale).

—DT Staff

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Posted Aug 27 2014 in Campaigns » Denim News
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