Whether you're keeping it casual or dressing the part, one wardrobe fact always holds true: denim saves the day, every day. But, there's no denying the impact this wardrobe staple has on the planet.
Combining our love of denim's versatility, with our need to be Earth-kind, Seen Worn Kept – our most sustainable denim collection yet – was born.
Behind the Blues:
Seen Worn Kept
A closer look at the planet-friendly production of our new collection...
Using Jeanologia's Environmental Impact Measurement (EIM) tool, we have been able to evaluate the production of Seen Work Kept denim and the impact it has on both planet and people. Assessing water and energy consumption, chemical impact and workers' health, this measurement gives us a score for every pair made: low impact, medium impact or high impact.
We're proud to say that 100% of the Seen Worn Kept collection scored 'low impact'.
We're proud to say that 100% of the Seen Worn Kept collection scored 'low impact'.
Each style features a blend of recycled cotton (offcuts from mills that were otherwise headed for landfill), and all eleven washes are produced using ozone-free water bleaching. Even our fastenings – think zips, buttons and studs – are made with eco metal hardware, sidestepping the energy-hungry electroplating process.
To celebrate the collection’s launch, we spoke to Mürvet Saribas, Team Leader at our partner factory in Turkey, to tell us a little more about her role and why it's more important than ever to create consciously.
To celebrate the collection’s launch, we spoke to Mürvet Saribas, Team Leader at our partner factory in Turkey, to tell us a little more about her role and why it's more important than ever to create consciously.
“I graduated as a textile engineer,” she tells us, when asked how her career began. “In fact, I’ve been in the world of denim manufacturing for eight years and counting. It’s a real passion of mine!".
Speaking to Mürvet, it's clear there's a timeless formula to making the perfect pair of jeans. "It always begins with a design idea," she explains. "Then comes the fabric choice: we’ll research the best options for the fit and function of the jean. We cut, we sew; the pair takes shape. We’ll decide on the wash next, before settling on the finishing touches – all the trims, buttons, any accessories – and then away they go."
Speaking to Mürvet, it's clear there's a timeless formula to making the perfect pair of jeans. "It always begins with a design idea," she explains. "Then comes the fabric choice: we’ll research the best options for the fit and function of the jean. We cut, we sew; the pair takes shape. We’ll decide on the wash next, before settling on the finishing touches – all the trims, buttons, any accessories – and then away they go."
Like us, Mürvet and her team recognise the impact denim production has on the environment and do everything possible to support their partners in crafting the greenest possible version of the blues. "We need to preserve and protect the world that we live in. We do not get a second chance at this earth and producing and buying sustainably is the only way to secure happy, healthy futures for ourselves and generations to come."
Go Behind the Scenes
Go Behind the Scenes