Sustainability is the new sexy, according to Copenhagen-based Samsøe Samsøe, which recently launched a line of conscious denim.
Called Blue Belief, the collection consists of 12 pieces including denim jackets in black or blue, two variations of a denim skirt and jeans in boyfriend, straight and skinny fits. Prices range from $141 for a pair of jeans to $205 for a denim jacket.
But style aside, what sets this collection apart from the brand’s other denim lines is its dedication to responsible manufacturing. The brand slashed 95 percent of water usage and 75 percent of energy usage required in production by switching to eco-friendly washing and finishing processes.
Blue Belief features 100 percent sustainable fabrics, including organic and recycled cotton, trim from naturally oxidized studs, nickel-free zippers, recycled polyester threads and jacron paper patches.
This comes as a number of brands are launching new iterations of sustainable clothing. G-Star Raw recently unveiled a line of sustainable stretch denim, and Frame just launched a sustainable denim line it promises to expand upon in 2020. Samsøe Samsøe aims to update 80 percent of its entire collections with these sustainable methods in the next year.
For each Blue Belief piece sold, Samsøe Samsøe pledges to donate $1.10 to charity: water, a nonprofit organization that provides clean water to those in need—and since making the promise, the brand has sent more than $11,000 to Rwanda to provide clean water for the surrounding communities.
To highlight the collection, the brand tapped influencer Sophia Roe, who has more than 120,000 Instagram followers and calls herself “the food and feelings lady,” for its “strong and seduction” campaign.