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This Start-Up Wants You to Wash Your Denim Less

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If it isn’t stained, don’t wash it.

That’s the premise of a new line of sustainable denim jackets by Proof Collective.

The Los Angeles-based direct-to-consumer brand offers men’s and women’s jean jackets treated to repel stains, resist odors and detract bacteria. By reducing spills and stains, the brand urges consumers to cutback on at-home washes, and in the process, save water.

Water repellency remains 80 percent effective after 30 washes, while stain and odor resistance stays effective through the lifetime of the garment, the company notes.

The “Made in L.A.” jean jackets are made with 12-ounce 100 percent cotton denim from Italy and are offered in light indigo, medium indigo and faded black. Jackets are available for pre-order for $195. Jackets will ship in mid-March.

The company points out that the Bluesign-approved technology it employs for its denim “is not the answer in sustainability.” However, compared to other resistant finishing options, “its by-products break down faster in the environment and with less potential toxicity over time to humans, wildlife and marine life.”

The start-up launched last year with a focus on sustainable basics, including denim, T-shirts, fleece and sweaters.

Low impact garment dyeing, 100 percent organic cotton and hemp cotton blends are part of Proof’s sustainable arsenal. The company says it is also working on developing a blend of fully recycled fabric.