Today, jeans come in many styles and colors. However, "blue jeans" are particularly popular; the American population spent more than $14 billion on jeans in 2004. Initially, jeans were simply sturdy trousers worn by workers, especially in the factories during World War II. After James Dean popularized them in the movie “Rebel Without a Cause” wearing blue jeans became symbolic of mild protest against conformity during the 1950s. Now you can find the blue jeans worn by every age group and social sector all over the world.
The goal of this jeans concept is to create a collection of jeans for the 21st century! We looked at the values of today and redesigned the classic trousers to fit today's values of fashion and ecological thinking. To achieve this we reduced the mixing of materials and replaced unsustainable details, such as designed zipper and toxic bleaching processes. We looked into the use of coloring and dyes, and developed new innovations such as the screen printed label. This makes our jeans suitable for recycling, and when the jeans are completely worn out, you can remove the buttons and they will biodegrade in the earth!
