Low-impact design is part of Hiut Denim Co.’s mission statement, and in its latest collection, the Welsh brand takes on plastic waste.
Hiut Denim Co. introduced Tuesday a limited release of its first micro-plastic free, biodegradable stretch jean. Following in the footsteps of Denham the Jeanmaker, Triarchy and Stella McCartney, the Welsh denim brand partnered with Candiani Denim to use the mill’s patented, plant-based Coreva stretch technology for the collection.
By replacing the common synthetic and petrol-based elastomers with a custom-engineered component made with organic cotton and a natural rubber core, Candiani has created a 100 percent biodegradable stretch denim fabric that does not compromise elasticity and recovery properties. The result is jean that is also micro-plastic free.
The cut-to-order jeans retail for approximately $210-$225. Just 100 pairs will be available worldwide.
The collection includes two of Hiut Denim Co.’s signature styles: the men’s Slim R, a tapered style jean, and the women’s Neil mom jean, a versatile high-waisted slim-fitting tapered jean. Each pair will come with a limited-edition Hiut Denim tote bag, and a limited-edition vegan label.
As the denim industry continues to evolve, sustainability remains a steady driving force in the development of the Hiut products. Together with Candiani Denim, the brand aims to drive the industry to adopt innovative ways to lower the impact of making a pair of jeans.
“When Candiani Denim, one of the most innovative and sustainable denim mills in the world, reached out to us as one of the brands to launch a collection with their new Coreva biodegradable stretch denim, we were super honored and excited,” said David Hieatt, co-founder Hiut Denim Co. “Let’s hope micro-plastic free jeans are here to stay.”
For the collection’s campaign, Hiut worked with 12 local businesses in Cardigan, Wales, who were asked to keep hold of their plastic waste over the course of five weeks to create awareness of the volume of plastic each one was using in a bid to create better future behaviors. The plastic waste was collected and photographed and has now been fully recycled.
“In a world where resources are diminishing and landfills are overflowing with discarded garments, it’s our duty to look for renewable resources, in addition to biodegradable and compostable materials,” said Alberto Candiani, owner of the Candiani Denim. “Denim has to take the lead as the indigo flag of this revolution, and we are thrilled to be working alongside Hiut Denim Co. to share our innovation and beliefs with the wider fashion industry.”