American denim brand FRAME has launched a circular denim collection for Earth Day.
The collection was conceived in collaboration with the Ellen MacArthur Foundation’s Jeans Redesign initiative that seeks to create a circular fashion economy by educating brands on how to eliminate the harmful environmental processes common in denim production. FRAME is one of many major brands to take part in the Jeans Redesign initiative, with other brands including American Eagle Outfitters, Gap, Weekday, and Reformation.
Each piece in FRAME’s new collection, which comprises two jean styles, as well as a denim jacket, is made out of 100% organic cotton and features sewing thread created from recycled water bottles. In addition, a water and energy-saving wash cycle free from toxic bleach, stones, and potassium permanganate was utilized.
FRAME intends to put their newfound knowledge on circular denim production to use, pledging to make 80% of the brand’s products sustainably made by 2022.
FRAME’s circular denim collection is available for pre-order on the brand’s website.
All images in this article are courtesy of FRAME.
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