Lookbook: REUSE Denim Spring/Summer 2010

by Jaime on November 13, 2009


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.

Los 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.

I’m swooning heavily over those gorgeous skinny jeans, and at such an amazing price point (they’re only $85!), I’m thinking they may be in my near future.

What do you think about this idea? It’s certainly a great change from the not-so-eco-friendly brands that you hear about so often, and it looks amazingly fashion forward. I’m all kinds of for it.

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{ 3 comments… read them below or add one }

Doni Orsini June 25, 2010 at 3:54 pm

I have ordered from you in the past and need more shorts. Please have sales rep contact me for what is in stock immediates.
Thank you! Doni Orsini


Paula September 10, 2010 at 6:21 pm

Another GREEDY CEO making loads of money of by having his product made overseas and pretending he is doing something great for the USA. Why would anyone buy his product, buy the jeans from the company where he buys the left over textiles because at least they are here in the United States with Americans as their workers.


Geslina October 12, 2013 at 7:13 am

paula, while you certainly have a point, it is still more costly to manufacture in the USA. If this company were to do so, the cost of these jeans would be much higher. And, pollution is a GLOBAL problem, in my opinion – so ANYTHING done to help ANYWHERE is a plus. All this will be a moot point soon anyhow – costs are going up in China and other places, eventually it WILL be just as costly to produce things overseas as it is here. The day is not far away where we will all be paying out the wazoo for everything, no matter where it is made.The shipping alone is very high and will only continue to get higher.

I give this company some credit – they are doing more than most.


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