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M.i.h. Launches New Sustainable Denim Initiatives

London-based denim label M.i.h. launched the Paradise capsule collection, its most sustainable jean yet.

M.i.h. partnered with Isko, the only denim mill be awarded the EU Ecolabel and Nordic Swan Ecolabel environmental certifications, for the collection. Together, they developed a 10-ounce, two-by-one selvedge denim made from organic cotton in a raw indigo wash.

Sustainable choices were made throughout the development of the collection. No chemicals were used in the cotton farming process and water use was reduced. The denim has been dyed and finished with certified low impact treatments, and garments have been washed with water-reducing treatments to minimize environmental impact. Trims include recycled polyester badges and recycled paper hangtags.

The capsule, offered in a dark rinse, includes a vintage-inspired high-rise jean with an exposed button fly, a kick flare crop jean, a denim apron top, a midi skirt with a button front and a denim kimono.

“It’s the most fashion-forward denim we’re offering all season,” M.i.h. founder Chloe Lonsdale told Vogue in an interview. “It wasn’t developed just to be a ‘sustainable capsule.’ It just so happened that we had an opportunity to make something that was lower-impact than anything we’d ever made with our mills. It’s a hero fashion statement that also embodies and reflects the highest level of sustainability in our business.”

M.i.h. wants to replicate this level of sustainability in all of its jeans by 2020. The collection is part of the brand’s re-energized focus on doing its part to help clean up the denim industry. In the company’s new manifesto on sustainability, it affirmed its commitment to increase transparency, reduce impacts and close the loop.

“We should all ask questions about the impact of our clothes, and where they come from. From seeking traceable cotton to partnerships with our garment workers, we pursue transparency and traceability throughout our supply chain,” the manifesto notes.

As a member of the Alliance for Responsible Denim, M.i.h. sees an opportunity be a leader in the use of post-consumer recycled cotton in its denim. To support this initiative, the brand launched a jeans recycling service this season, incentivizing consumers to stand against the “culture of disposable fashion.” Customers can help close the loop by sending M.i.h. pairs of unwanted denim, which will be recycled back into new denim. In return, they receive a discount on their next new pair of M.i.h. jeans.

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