Swedish menswear brand Velour by Nostalgi is debuting a new, sustainable denim line made with recycled fabric. The fabric was developed in cooperation with Svanen, the Nordic ecolabelling company, which is concentrated on sustainable materials and the health of workers and consumers.
The fabrics are made in Turkey with post-industrial recycled cotton and recycled polyester from PET bottles. The denim also uses Recall technology, which ensures that growth is twice as controlled as in conventional stretch fabrics.
The jeans will launch in 11 stores in October. Though the denim is handmade and created with a special fabric, the price point remains the same as the brand’s regular denim.
Velour is also rolling out its second season of core denim. Johan Hall, Velour by Nostalgi head of sales, explained that the brand is looking to solve the common issues with jeans by increasing the fabric in the pockets and reinforcing seams with chain stitching and extra fabric to cover them. The jeans are handmade and use durable hardware and hand-nailed rivets. The fabric is Hyperflex by Isko in an 11 ¾ oz. weight with stretch.