Copenhagen-based Samsøe Samsøe has launched its Blue Belief denim
programme, a complete collection of jeans made not only entirely from
sustainable fabrics and trims, but also using cutting edge technology that
minimises water usage during the laundering process.
The sustainable ‘Blue Belief’ collection redefines the components used
to make jeans, using only conscious cotton, either organic or entirely
recycled, trim from naturally oxidised studs, nickel-free zips, recycled
polyester threads and jacron paper patches from sustainable sources.
Click Here: COLLINGWOOD MAGPIES 2019
In addition, the Scandinavian brand ensured that the denim finishing
process was equally sustainable by relocated to an eco-friendly laundry
that uses cutting edge technology to create virtually waterless washing.
While processes such as Ozone substituted for harmful bleaches, creating
the same fade effect but with significantly less water, and lasers were
used rather than toxic chemicals to create a worn appearance.
Styles of the new collection includes boyfriend fit, straight leg and
skinny fit jeans in various finishes, as well as a slim fitting jean
jacket, a denim mini and button denim skirt. Prices range from 110 pounds
to 150 pounds.
The move is part of Samsøe Samsøe’s ongoing commitment to reduce its
impact on the environment through sourcing more sustainable fabrics, and
from pre-spring 2020, approximately 80 percent of its standard programme
will meet these requirements.
To highlight the new collection, Samsøe Samsøe has joined forces with
Charity:Water, a non-profit organisation bringing clean, safe drinking
water to people in developing countries. For every item of denim sold, the
fashion brand will donate one euro to the charity with the aim of providing
up to five wells a year to impoverished communities in Rwanda.
Samsøe Samsøe also teamed up with influencer Sophia Roe to star in its
“strong and seduction” campaign lensed by Hans Zeuthen.
Images: courtesy of Samsøe Samsøe