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Levi’s Develops Way to Manufacture Jeans Using 100% Recycled Water


Article via Ecouterre: Levi Strauss has developed a new way to make jeans using 100 percent recycled water. The denim manufacturer, which applied the first-of-its-kind process to 100,000 pairs of women’s jeans during a test run, says it saved some 12 million liters of agua, or enough to fill nearly five Olympic-size swimming pools. The technique, according to Levi’s, is the result of a new, third-party-verified water-recycling standard designed to ease the stress of garment production on freshwater supplies.

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One of the company’s key factories, located in southern China, worked with Levi’s to engineer a system that treats and recovers all the water used in the finishing process for subsequent runs. “This water recycling can happen over and over, significantly reducing the overall amount of water used to make our products,” says Reza Hosseini, manager of environmental site and compliance assessment at Levi’s. “As long as the water meets our standards to deliver the quality you expect from our brands, it can be recycled multiple times.”

Till now, there has been a dearth of standards for water recycling and reuse in the apparel industry, adds Hosseini. “This is a company and industry first,” he says. “And we believe this innovation can help change the way our supplier factories use water.”

See more at Ecouterre

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Posted Feb 28 2014 in Denim News

It’s Just A Perfect Day In Joe’s Jeans Newest Campaign


Joe’s Jeans released their spring campaign in a new video titled “Just A Perfect Day”. The protagonists are liberated New Yorkers who live against the grain of society’s standards, which in some cases means becoming a runaway bride (with jeans hidden below a wedding dress), and doing the morning “walk of shame”, without any shame at all. Joe’s wants to encourage their customers to let go of the standards for how we should be living, and start living up to our own personal standards. What does that mean? Well, we suspect it might cause a few cab riders to veer off course and do what they really want to do with their day.

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Watch the video here.

—DT Staff

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Posted Feb 20 2014 in Campaigns » Denim News

Take A Dreamy Oceanside Stroll With DL1961 Premium Denim


DL1961 Premium Denim recently released its Spring/Summer 2014 marketing campaign, meaning anyone who wasn’t already staring out their NYC office window at the falling snow, dreaming of summer, will now proceed to do exactly that. The new campaign features a serene and ethereal beach photo session, exploring a range of expressive poses. Shot by Boo George, the release pays homage to the lazy New York summer. Some shots remind us of romantic summer films, and honestly, we can’t stop playing this one over and over in our heads.

DL1961’s latest offerings are designed using technologically-advanced, lightweight denim fabrics with immaculate cut and sew detailing, so in addition to longing for beach weather, we’re craving a pair of these jeans too. See the full campaign below.

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“As a brand that calls New York home, we love to capture the lifestyle and essence of those who wear DL1961 in their everyday lives – including summertime when denim is more uncommon,” states Sarah Ahmed, DL1961’s Creative Director. “For Spring/Summer the collection embodies the effortless spirit and simplicity of summer through our innovative technologies that keep you cool and comfortable.”

How hard are you loving this? Tweet us at @denimtherapy and we’ll exchange longing sighs.

—Michelle Christina Larsen

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Posted Feb 18 2014 in Campaigns » Denim News

Did Skinny Jeans Almost Ruin America’s Currency System?


Ecouterre published an eye-opening article recently regarding one of our own favorite wardrobe staples: skinny jeans. But the eco-focused website didn’t rave about how versatile they are or how many printed options are available for spring. They accused skinny jeans of nearly wrecking America’s currency system:

In the late 1800s, when a single currency system was established, the bills were sustainably produced from waste fabric from the fashion industry. That’s right: George Washington and Abraham Lincoln were printed on fibers processed from unwanted materials, entirely compiled from recycled scraps. But a recent article published over at the Washington Post last month sheds light on how the fashion world’s love of figure-hugging jeans since the ’90’s has wreaked havoc on currency production, tainting the waste scraps with spandex and rendering them useless.

Read on…

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Imagine if your dollar bills suddenly came with a bit of stretch!

—DT Staff

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Posted Feb 10 2014 in Denim News

H&M Launches Eco Friendly Denim Line


“H&M Goes Eco-Friendly – Set to launch in February, H&M will launch its first line of clothing featuring recycled textile fibers from garments collected from their Garment Collecting Initiative. The collection features five classic denim pieces made from 20% recycled cotton.

This continues H&M’s focus on environmentally friendly designs such as their Conscious Collection which will feature Amber Valletta as the face. “The trend is moving more and more towards working with recycled fabrics and as a designer you of course want to work with the latest trends and developments,” says Jon Loman, the concept designer of the line.”

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(Fashion Gone Rogue)

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Posted Jan 20 2014 in Denim News

Behind Public School’s Second Coming


“The ascent of New York menswear label Public School hasn’t been the bump-free upward glide that their much-buzzed-about status would suggest. BoF sat down with designers Dao-Yi Chow and Maxwell Osborne, and stylist Eugene Tong, whose expert touch has helped put the young label’s fresh mix of sportswear and tailoring on the fashion radar, to discuss the brand’s rebirth.

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“I think people give me more credit than is due,” says Eugene Tong, senior style director at Details magazine, who styles the presentations of the burgeoning New York menswear label Public School. Tong is being humble. In fact, the fashion editor and stylist is arguably the quiet force behind the ascent of what is one of America’s most promising young fashion brands.

When it comes to womenswear, stylists with a sharp editor’s eye have long been one of the most potent weapons in a designer’s arsenal. Carine Roitfeld (Tom Ford, during his Gucci years), Melanie Ward (Helmut Lang) and Venetia Scott (Marc Jacobs) are amongst the most prominent examples, whose personal style and unerring eye have helped showcase a designer’s vision to maximum advantage. But on the menswear front, the phenomenon is less common.

Tong is an especially rare case: a consultant and collaborator who both personifies the label’s ideal customer and happens to be a leading tastemaker, known for having his finger on the pulse of the menswear market and composing compelling looks that a wide range of men want to wear…” (Read more)

Via Business of Fashion.

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Posted Jan 08 2014 in Denim News

Capsule Visits The Naked & Famous Denim Factory


Here’s a cool look behind the scenes at the Naked & Famous denim factory in Canada, via Capsule:

The Naked and Famous team have been part of the Capsule Show family for as long as we can remember. A family-run business itself, Naked & Famous denim is all made in Canada in a factory that’s been in the family for decades. “My family has been manufacturing workwear for over 60 years in Canada, and this factory is a testament to our commitment to keeping domestic production alive and thriving,” explains owner Brandon Svarc.  “We have many old sturdy machines from the 1950s and 60s, all made from metal with no plastic parts. We even have a rare Union Special 43200G bulldog chain-stitching machine which is Made in USA but we had to track it down from a machine seller in the countryside in Japan!”

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Read the full post.

—DT Staff

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Posted Dec 19 2013 in Denim News

AYR Promises Flawless Fitting Women’s Jeans


There’s a new brand of denim in town, and they’re talking big. AYR features brand director Maggie Winter (formerly of J.Crew) and design director Jacqueline Cameron (of Calvin Klein/Madewell), which already has the DT team’s collective eyebrow raised. These ladies have worked with brands whose reputations for good looking, well-fitting jeans have many women salivating for each release, so they must be cooking up something good.

Aside from their denim offerings, the brand is committed to delivering on must-have wardrobe essentials year-round: the building blocks that ensure you always have a favorite go-to piece at hand. They’re launching in spring 2014, and we’ll be waiting.

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Source.

—DT Staff

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Posted Nov 20 2013 in Denim News

Our Favorite Moments From Project, Day 1 #projectny


Reminisce with us as we take a look back at the first day of Project Show, from super-cute animals (what’s a trade show without cute animals?) to terrifying shoes and a superior lounge area, complete with ping pong.

Menswear dog!

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Refreshing faces.

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Shoes that bite back.

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Reading about ourselves in the show program. #egoboost

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For one fleeting moment, thinking we were on the beach.

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Stay tuned for more Project Show coverage this week!

—DT Staff

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Posted Jul 21 2013 in Denim News » Events

MYKITA New York Store Opening


We tried on some shades at the MYKITA store opening in SoHo last night, celebrating the newest leg of the brand’s increasingly large global reach. MYKITA’s German eyewear is lightweight, comfortable, and stylish as hell… a combination you can’t ignore. As if their frames weren’t cool enough, the concept behind the location at 109 Crosby street is every bit as thought out.

MYKITA Store opening crosby nyc

From MC’s review at Hey Mishka:

“No detail of this interior has been overlooked. Everything from the neon tubes that illuminate the building’s original metal pipes along the ceiling to the structure of the shelves and the storage units (old air stewardess trolleys) have been honed to reflect the brand’s unique image.

There was a real emphasis on preserving the building’s original heritage as an Art Deco landmark while creating a vibrant show space for the product. You know those places that are just fun to shop in, even without champagne?”

MYKITA Store opening crosby nyc

MYKITA Store opening crosby nyc

MYKITA Store opening crosby nyc

MYKITA Store opening crosby nyc

MYKITA Store opening crosby nyc

See more photos here, as well as a video of rockjazz pianist ELEW performing live. Be sure to check out MYKITA at 109 Crosby Street!

—DT Staff

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Posted Jul 18 2013 in Denim News » Events
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