We are creating circular jeans to reduce the environmental harm of a closet staple. We're committed to an in-jean-ious solution to drastically improve the comfort and reduce the waste in jeans. We created a circular process that eventually requires no virgin materials. That's sustainability.
SUSTAINABILITY A WHOLE NEW WAY
TOO MUCH WASTE IN FAST FASHION
WHY IT MATTERS
Fashion has a waste problem. Four percent of all waste dumped globally comes from apparel.
Globally, 73% of all clothes and textiles are sent to a landfill or incinerated after use with just 1% of clothing upcycled into new clothing. The average American throws away 80 pounds of used clothing per year, with 85% of those used clothes going to landfill.
What makes this sadder, is the tremendous resources that go into most clothes. Growing and processing the necessary cotton for a single pair of jeans requires about 4,000 gallons of water (that's enough drinking water to last you 14 years).
We hope change this starting with jeans. Why not be ambitious?
HOW IT BEGINS
START WITH JEANS MADE FROM TREES
We start with jeans made from trees. You could call them "jees." Or maybe "treens." Or just plain awesome.
The reason is a "treen" constructed from lyocell fabric made from eucalyptus trees requires just 5% of the water and 20% of the land that an outdated jean made from cotton requires.
Even better, the lyocell fabric made from trees in the jeans you buy today will feel the same as the lyocell fabric made from textile waste in the jeans you buy tomorrow, so the comfort you love will never change.
In case you are still not convinced, we are also partnering with One Tree Planted to plant a tree for every product sold.
MAKING THE PRODUCT
JEANS DESIGNED TO NEVER BE THROWN OUT
The 100% lyocell fabric construction makes our jeans softer, lighter, more breathable, and more durable than cotton or synthetic jeans.
The use of a single fiber material ensures the jeans will be upcycled into new jeans through a clean chemical recycling process, again and again (and again and again). Learn more here.
In addition to the fabric, we made every design choice to maximize sustainability and efficient upcycling of the jeans:
Woven patches - because what did that cow ever do to you?
Rivet-less design - thread is easier to remove and recycle than metal rivets
Dark wash - saves water and looks sharp
Deadstock zippers and buttons - better in your jeans than in landfill
WHENEVER YOU ARE DONE LOVING YOUR JEANS
SEND THEM BACK TO BE UPCYCLED
Your jeans were built to last a long time and withstand a lot of love. But whenever you are done with them, send them back to us! (Perhaps you use 100% recycled packaging you receive with your replacement pair.)
And speaking of shipping, we hope you are ok with slow. To reduce the environmental impact, we are utilizing only ground transportation and keeping the supply chain as local as possible.
THROUGH CAREFULLY SELECTED PARTNERSHIPS
Instead of getting shredded into housing insulation, again&again jeans are reborn as new jeans through a clean chemical recycling process. Working with best-in-class partners, we first dissolve the jeans into a pulp, similar to how paper is made. Next, we force the pulp through a fine nozzle to extrude new lyocell fiber. We then weave that fiber into new fabric to create new jeans.
And the process repeats, again and again and again and again.
We will always sell softer, lighter, and more durable jeans designed to never be thrown out (only upcycled). We'll just get more sustainable over time as our lyocell fabric is increasingly made from textile waste instead of trees.
It's a big step towards circular, but we need your help to get there. Our ambitious sustainability goal is only possible through scale. Learn more about the again&again perennial jean that started it all: