Source: Business of Fashion
Summary
Leading denim brands, including Levi Strauss & Co., Gap Inc., and PVH Corp., are revamping their sustainability efforts. According to a report by the Ellen MacArthur Foundation, the denim industry is one of the most polluting sectors in the fashion industry. Brands are responding by implementing new sustainable manufacturing processes, reducing water waste, and using recycled materials. Levi Strauss & Co. has set a goal to reduce its greenhouse gas emissions by 90% by 2025. Gap Inc. has launched a new sustainable denim line made from recycled water.
Our Reading
The trend returns with a new name.
Levi Strauss & Co.’s sustainable denim line is not the first of its kind. Gap Inc.’s recycled water denim is a rehash of old ideas. PVH Corp.’s reduced water waste efforts feel like a rebranding of existing practices. The Ellen MacArthur Foundation’s report is just another call to action in a familiar cycle. Sustainability in denim is just a seasonal must-have.
Denim’s Never-Ending Cycle
The denim industry’s sustainability efforts are nothing new. Brands have been touting eco-friendly practices for years, but the results are often underwhelming. The latest wave of sustainable denim lines and manufacturing processes feels like a rehash of old ideas.
The Recycled Water Trend
Gap Inc.’s new sustainable denim line made from recycled water is just one example of the industry’s attempt to reduce its environmental impact. However, the use of recycled water in denim manufacturing is not a new concept. Brands have been experimenting with this practice for years.
The Ellen MacArthur Foundation’s Report
The Ellen MacArthur Foundation’s report highlighting the denim industry’s pollution problem is just another call to action in a familiar cycle. The report’s findings are not surprising, and the industry’s response feels like a rebranding of existing practices.
Sustainability as a Seasonal Must-Have
Sustainability in denim is just a seasonal must-have. Brands are responding to consumer demand for eco-friendly products, but the results are often superficial. The industry’s sustainability efforts feel like a marketing ploy rather than a genuine attempt to reduce its environmental impact.
Author: Evan Null
