As fashion races to become more sustainable in light of the growing climate crisis, women’s lifestyle brand NYDJ is reinforcing its commitment with several new initiatives and a collection that reflects this mindset.
On Tuesday, the brand debuted a “Better Fit. Better for the Planet” collection of jeans and tops that uses organic cotton, recycled fibers and more responsible production processes.
The collection is anchored by NYDJ’s signature mom jeans, wide-leg jeans, shorts with frayed hems, Bermuda shorts and an oversized utility shacket, both made with 100 percent organic cotton. Garments are finished using ozone, which the brand says saves 83 percent water, 39 percent chemicals and 14 percent energy compared to conventional finishing methods.
The line also offers T-shirts made with 100 percent organic cotton, tees made with a blend of recycled cotton, hemp and Tencel and blouses made with recycled polyester and cotton.
With this collection, NYDJ kicks off a goal for its assortments to become at least 20 percent sustainable by the end of 2022 and 50 percent sustainable by 2023. The brand’s sustainability journey began in 2020 with the launch of its BlackLast and BlueLast denim, a line of jeans made using a dye process that maintains color and requires minimal water. Made of recycled polyester created from 17 plastic bottles per pair, the jeans have a 50 percent lower environmental impact than traditional denim, the brand reported.
In addition to its eco-friendly collection, NYDJ is branching into the booming resale economy with a partnership with popular resale platform ThredUp. Through the partnership, consumers will be able to download a prepaid mailing label to send their gently used NYDJ and non-NYDJ garments in exchange for NYDJ shopping credit.
Similar partnerships have been established with brands such as Madewell, Abercrombie & Fitch and others, all of which are interested in tapping into what a recent ThredUp report estimates to be a $77 billion industry by 2025.
As the importance of sustainability education increases, NYDJ is committing to providing consumer tips for reducing fashion’s footprint. Information will be shared on the brand’s Instagram account.
“This is only the beginning, and we are thrilled to be taking this big step to become better partners in reducing our impact on the planet, while staying true to our brand ethos,” said Laura Burbano, NYDJ director of marketing. “We’re excited to offer our customers the premium style and fit that we’re known for, with the added component of sustainable fabrics and technologies.”
NYDJ’s Better Fit. Better for the Planet collection is now available online and in stores in petite, standard and plus sizes. Prices range from $$39-$139.