Access to clean water is a universal need, and if any denim brand is dedicated to serving a universal audience, it’s Warp + Weft.
The women-led, fully-sustainable brand launched in 2018 with a wide range of size-inclusive styles all priced under $100. In May, Warp + Weft will join its sustainability and accessibility goals in a partnership with charity:water.
Warp + Weft and its supplier, Artistic Denim Mills (ADM), will launch a partnership with the nonprofit organization that brings clean and safe drinking water to people in developing countries. Warp + Weft will make an initial $100,000 donation to charity: water that will provide roughly 3,300 people in Malawi, Africa lifetime access to clean water. Additionally, Warp+Weft products will have consumer-facing yellow tags to spread awareness of the partnership. Profits from jeans will also help to build wells in Malawi, in an ongoing motion that represents the brand’s focus of water giving and water saving.
Traditionally, manufacturing one pair of jeans consumes 1,500 gallons of water. Thanks to cutting-edge Dry Ozone technology, a pair of Warp + Weft jeans requires less than 10 gallons of water, and 98 percent of that water is recycled and treated.
“This partnership needs to serve as a model to the rest of the fashion industry that not only is it time to work with suppliers like ADM that are dedicated to saving water, but that giving back that water is equally important,” said Warp + Weft founder Sarah Ahmed. “Every time our customers see that yellow tag, they will feel real change is happening from manufacturing to the brand to the field. We are proud to be the catalyst for this change.”
Through special activations and online portals, Ahmed said the company’s customers and partners will also be able to give to directly to charity:water, purchase products and donate simultaneously, and track the campaign’s progress.
“For us, it’s no longer enough to simply save water during the manufacturing process. We are now partnering with charity: water to fund water projects globally,” said Fasial Ahmed chief executive of Artistic Denim Mills. “We now think in terms of water saved vs water donated and hope this initiative inspires our global network of manufacturers and brands to do the same.”
Warp + Weft, ADM and charity: water hope the signature yellow tag introduced in this campaign will become the universal symbol of responsible water saving and giving in the future. “We have set a goal, and together we hope to achieve it,” Ahmed said.