Sometimes I make contact with denim brands that really have a totally unique idea that needs to be shared with the world. This is absolutely that scenario.
NEW JEANSWEAR COMPANY TO LAUNCH 80% RECYCLED DENIM LINE IN SPRING OF 2010Los Angeles, CA (November 5, 2009) – While searching for a new pair of jeans, shoppers typically focus on fit and price, while paying little attention to the carbon cost of their purchase. Yet, in today’s world of overflowing landfills, recycling is more relevant than ever, particularly as it relates to fashion.Encouraging denim aficionados to step into a smaller carbon footprint, one leg at a time, new jeanswear company REUSE is recycling fabric from the textile waste stream and manufacturing eco-friendly jeans, shorts and skirts with 80% recycled cotton. Preparing to launch its debut collection with what is believed the highest percentage of recycled denim in the industry, REUSE further enhances the strength of its line with 18.5% fresh cotton and 1.5% spandex for critical sustainability.“We believe recycled denim reflects the future of our industry,” states George Powell, REUSE President and CEO. “Advanced technology that creates trendy and fashionable clothes and that respects the environment gives us no reason to continue flooding global landfills with textile waste.”Generated from the belief that environmental awareness can coexist with fashion, the REUSE denim line embodies modern style. Featuring pieces ranging from classic 5-pocket looks to an ultra-modern skinny design, REUSE jeans are tailored for stylish fits, processed with fashion forward wash treatments, and accentuated by handcrafted detailing and signature touches.As a company that will evolve with and help define current trends in eco-fashion, REUSE is not just committed to sustainability, but to authenticity. Minimizing its own carbon footprint, REUSE has eliminated excess packaging and labeling, in an effort to minimize impact when shipping its products. Further demonstrating the company’s commitment to a cleaner, greener Earth, REUSE selected DyStar’s eco-friendly dyes that avoid the use of harsh chemicals.REUSE jeans will retail from $85 to $95, while shorts and skirts will sell for $75. The official REUSE website is currently under construction, but additional information is available at www.facebook.com/REUSEJeans. You can also follow REUSE on twitter @REUSEJeans or email [email protected] to request a copy of the spring 2010 catalog.