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Denim Insider: Recycle, Renew, REUSE Jeans


Remember last year when there was all the excitement about “green” jeans, organic denim, and the like?  All of that excitement, of course, preceded the October 2008 announcement of the U.S.’s official entry into the Recession.  As much as all the hype had died down, the “jeans with a conscience” movement had never stopped.  It’s been a while since I’ve been this excited about an eco-denim company.  “Uniting ecology with technology,” REUSE JEANS recycles fabric from the textile waste stream to manufacture eco-friendly jeans with minimal new material.  All of the jeans from the new line cost below $100, which is, in itself, a respectable price to pay for “green” jeans, and it doesn’t insult the savvy consumer’s intelligence with out of proportion prices.

REUSE is recycling fabric from the textile waste stream and manufacturing eco-friendly jeans, shorts and skirts with 80% recycled cotton.  Preparing to launch its debut collection with what is believed the highest percentage of recycled denim in the industry, REUSE further enhances the strength of its line with 18.5% fresh cotton and 1.5% spandex for critical sustainability.

“We believe recycled denim reflects the future of our industry,” states George Powell, REUSE President and CEO. “Advanced technology that creates trendy and fashionable clothes and that respects the environment gives us no reason to continue flooding global landfills with textile waste.”

You can expect to find denim styles such as the classic 5-pocket and au courant skinny jeans, finished with special wash treatments and accentuated by handcrafted detailing and its signature touches.  Furthermore, REUSE selected DyStar’s eco-friendly dyes that avoid the use of harsh chemicals, so the finished product is truly “green.”

While many new denim companies are expecting to launch in 2010, and established companies are either rebooting or spinning off some collab or tributary line as we speak, it is evident that the denim industry is not retracting its fierce claws on the fashion world.  I’m just glad to see there is one more denim company that is thoughtfully trying to make a difference in the world.

Shop REUSE Jeans on Black Friday and save 20% when you enter TWITTERLOVE at check out.

Follow REUSE on Twitter


Kathy Ng Hassan

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Posted Nov 24 2009 in Denim News » Reviews: Brand

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