Guilt-Free Denim? Yes, Please!

Denim is one of the most damaging fabrics to make, but it’s now getting a guilt-free makeover, courtesy of Maje…

Global fashion-search platform Lyst reports 13 searches per second for denim, making it the third most searched item worldwide after sneakers and dresses. That’s a lot of jeans. But since every single pair requires 2,900 gallons of water to make (the equivalent of 70 bathtubs full), it’s genuinely shocking that more isn’t being said about the environmental impact that this wardrobe staple is having on the planet.

Here to take a sustainable stance and join the industry’s global pact to fight the climate crisis is Parisian fashion brand Maje, having launched its first-ever eco-friendly collection, comprised totally of denim.

First Stone is a seven-piece capsule line made using Jeanologia technology, a technique that reduces water consumption by 95 per cent, and results in 50 per cent less chemicals and 79 per cent less energy used.

Maje is also incorporating far more environmentally sound materials such as recycled wool and organic cotton into its main collections, and is continuing the audit of its production processes to be as green as possible by summer 2020.

Eco-friendly fashion? It’s far closer than you think…

Maje stores are located in The Dubai Mall, Mall of the Emirates, Yas Mall, Dubai Marina Mall and more.

From Harper’s BAZAAR Arabia’s December 2019 Issue

All Images: Maje