Last month Lindex debuted its new Even Better Denim styles—which the retailer claims are their “most sustainable denim products” yet. According to Lindex, the conventional washing process for one pair of denim jeans requires 50 to 70 ltrs of water. The new Even Better Denim styles, however, will enable Lindex to reduce its carbon footprint as they’re made with a washing process that uses only one bottle of water. “We are on a denim journey where we explore how we can offer our customers amazing denim with the least environmental impact possible,” Lindex Sustainability Manager Anna-Karin Dahlberg said. “We are very excited to launch these new Even Better Denim styles, where we through collaboration and new technology have reached a new milestone.”
Lindex developed its new Even Better Denim styles with Jeanologia, a denim technology and solutions provider based in Spain. Unlike conventional denim washing, Lindex said its new process yields the same results using air and laser technology. The Even Better Denim styles are washed using only two ltrs of water—which is equivalent to one bottle—conserving water and energy use in the process. Even Better Denim Styles are also made from eco-friendly materials, including recycled polyester and post-consumer recycled cotton. Each pair of jeans is dyed in cleaner indigo dye and uses more sustainable trims, including buttons, pocket bags and zippers.
Lindex’s latest Even Better Denim styles follow the brand’s ongoing sustainability initiatives. In 2014, the company began focusing on more sustainable denim. Over the last three years, Lindex’s progress has led to 100 per cent of its denim assortment being classified as Better Denim—meaning the garments are made from more sustainable materials and washed with only 8 to 12 ltrs of water. The goal for Lindex is to continue its work with Even Better Denim styles and to develop additional low-impact apparel in the future.