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Asos Design Halves Water Usage in New Denim Drop

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To get post-pandemic consumers out of their sweatpants, denim needs to check new boxes according to comfort and sustainability. Asos Design’s latest denim drop presents both.

The online retailer and brand debuted its Spring/Summer 2021 denim collection with a responsible edit that uses responsibly sourced cotton and 50 percent less water during washing and finishing compared with conventional jeans. The brand reports that, while conventional methods typically use 60-70 liters of water per jean, its responsible denim collection uses under 33 liters per jean.

The collection comes on the heels of World Water Day, a time when many throughout the denim industry analyze their water usage and look for ways to improve. Gap recently debuted its most sustainable denim to-date and announced it has saved a total of 11.2 billion liters of water since 2014. Uniqlo also recently debuted a new method that it says reduces the amount of water used in denim finishing by up to 99 percent compared to its regular fit jeans made between 2017 and 2018.

Asos Design debuted denim for men and women that uses 50 percent less water during washing and finishing compared with conventional jeans.

Asos Design

Asos Design’s denim collection showcases a variety of fits for women, ranging from the tried and true high-rise skinny jeans with contouring properties to more fashion-forward silhouettes such as high-rise slouchy mom jeans, “oversized skater” throwback baggy styles and the dad jean, a straight leg that’s the same width from waist to ankle.

Jeans are available in light wash, dark wash and black denim, and select styles feature vintage elements that tap into ’70s and ’90s nostalgia.

The collection also spans men’s denim and includes a classic rigid style with slight cropping and tapering, an ultra-baggy jean that nods to the ’90s, power stretch and skinny fits for a body-hugging silhouette, and a range of straight and tapered fits to accommodate the loose denim trend.

The collection is now available on the Asos website and retails for $29-$64.

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