Patagonia said it is changing the way denim is made

Patagonia said it is changing the way denim is made

Outdoor wear specialist Patagonia is raising the bar for environmental and human rights practices with its new 100% organic denim collection.

The range has been manufactured using environmentally friendlier dye, Fair Trade certified sewing practices, and 100% organic cotton grown without pesticides, herbicides, or synthetic fertilisers.

Patagonia said it is changing the way denim is made through its innovative technology and by using new dyeing and manufacturing process.

"Traditional denim is a filthy business," said Helena Barbour, Patagonia’s business unit director for sportswear. "That drove us to change the way our jeans are made. We wanted to find an alternative solution to using the standard indigo dyeing methods we once employed to create denim. It took several years of research, innovation, trial and error, but the result is a new path for denim. We’re hopeful other manufacturers will follow suit and help us change the denim industry."

Patagonia’s new dyeing and manufacturing process uses dyestuffs that bond more easily to cotton, minimising the resource-intensive and environmentally destructive indigo dyeing, rinsing and garment washing process used to create traditional denim.

The company said it is using 84% less water, 30% less energy and emitting 25% less CO2 than conventional synthetic indigo denim dyeing processes.

The autumn 2015 Patagonia Denim collection includes three men’s and three women’s jeans that Patagonia says are "rugged, stylish, performance-driven and up for anything".