“That’s absolutely our goal: how do we create a product that leaves the planet and people much healthier as a result?
While fashion constantly evolves, one trend endures: denim jeans. Whether high-waisted, low-rise, stone-washed or barely washed, most can think of a pair they love (or loved to death). Durable by design, a high-quality pair can last a lifetime. And yet, estimates for annual jean production sit anywhere between 2 and 6 billion pairs. Closer to home, according to 2016 Roy Morgan figures, almost 2 million Australians buy a new pair each month.
Jeans were never meant to be trendy. Originally designed as functional workwear, they were made to last. While Levi Strauss and his eponymous company is credited with popularising the wardrobe staple, historians have traced denim’s development to well before his 1873 patent with tailor Jacob Davis.
Indigo, the plant responsible for denim’s characteristic hue, has been discovered in 6000-year-old textiles from Peru. Across
