Lindex launches most eco-friendly denim range

Swedish fashion brand Lindex has launched Even Better Denim, which it claims to be “more sustainable than ever” as the range uses less water in its creation process to make it more eco-friendly.

The washing process for a typical pair of jeans requires around 50-70 litres of water, according to the Scandinavian brand, however, Lindex says Even Better Denim styles need only two litres of water per pair in the washing process.

The new sustainable manufacturing process has been developed in collaboration with Spanish denim consultants Jeanologia and uses a combination of new innovative air and laser technology.

In addition, the jeans have also been made with more sustainable materials such as post-consumer recycled cotton and recycled polyester. The styles are dyed in the cleanest indigo dye on the market, which the brand says is not only better for the environment but also for the people who work in production. They also have more sustainable trims such as buttons, zippers and pocket bags.

Anna-Karin Dahlberg, sustainability manager at Lindex, said: “We are on a denim journey where we explore how we can offer our customers amazing denim with the least environmental impact possible.

“We are very excited to launch these new Even Better Denim styles, where through collaboration and new technology we have reached a new milestone.”

Lindex began producing denim in a more sustainable way in 2014, and now 100 percent of its denim is ‘Better Denim’, made from more sustainable materials and with more sustainable washing processes that only uses eight-12 litres of water.

The new Even Better Denim styles are available in smaller collections but the brand says the ambition is to find improvements that can later be implemented across its entire denim assortment.

Image: courtesy of Lindex