DENIM
What about Denim: #toxfree and #undyed
Using organic cotton that is free of toxic defoliants, pesticides and artificial fertilisers is not enough for us: because the washing of a pair of jeans makes up a very large part of the ecological footprint, we do not use potassium permanganate and stonewash processes. Our jeans are produced in a highly water-friendly way and with state-of-the-art laser technology. Typical denim finishing processes, such as Reactiv dyeing, tinting and used effects are created using the latest nanotechnology. This reduces the consumption of water and the use of energy and chemicals in the washing processes to a minimum. By using ozone, we are not only able to create natural used effects, but also save a lot of energy here. Natural Indigo: As denim lovers, we did not want to do without this authentic and natural dye. However, natural indigo is in disrepute because heavy metals are used in the process of dissolving the dye. Therefore, our denims are strictly controlled and regularly checked for environmental compatibility. And we go one step further: we make the environmental impact measurable with the EIM score. All our denims are awarded the green and thus the best score.
No matter what denim type you are: we have the perfect stylish and sustainable choice for you: You like straight-cut and slightly shortened jeans with that certain something and special colouring? Then GREVIE with its subtle rinsed wash and forward side seams is made for you. Do you like a wide leg cut and a vintage vibe? Then check out our BARLERIA model! MOMS CARPINE convinces with a high waist and narrow leg - in various washes. MEDLAR has a straight fit, high waist and frayed leg seam in various colourways. You'll love LEPIOTA if you like a slim fit and high waist: the high elasticity of the fabric makes it super comfortable to wear.
You're more into light tones?
So pure... Undyed is the new blue! Brand new in the LOVJOI range: our non-dyed denims made of untreated organic cotton in a beautiful natural ecru shade do not require any dyeing or washing and are therefore particularly resource-friendly, because the finishing process is completely omitted. Our production facilities in Tunisia and Turkey are GOTS certified and have been personally inspected by us on site for sustainability. We are in close contact with a team of specialists who, like us, are passionate about environmentally friendly and people-friendly production!
You can choose between MEDLAR, a straight-fit model that skilfully captures the look of vintage jeans thanks to its straight leg cut, and our GRAENNA undyed shorts, denim bermuda shorts with cool pleats and a wide flared leg. Both are super sustainable and super comfortable thanks to 99% organic cotton and 1% elastane and have great potential to become your new favourite jeans.
