- Danielle Wightman-Stone
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Fashion and lifestyle brand White Stuff will launch a new range of jeans
with a conscience for autumn/winter 2019 as part of its strategy to protect
the environment.
In partnership with Saitex, one of the cleanest and most sustainable
factories in the world, White Stuff is going to introduce new men’s and
women’s denim styles into its autumn/winter 2019.
For women, there will be three core styles, skinny, straight and
girlfriend, while men will have two core styles, straight and slim as part
of its ‘Reduce, Reuse, Rethink Denim’ strategy.
All of the jeans have been crafted using only a fraction of the water
and energy used in conventional methods, with each pair of jeans made using
98 percent recycled water, before being 85 percent air-dried using the heat
from the factory floor to further reduce energy consumption.
In addition to saving water and electricity, the jeans also prevent
environmental pollution as toxic by-products are used to make bricks for
building projects within the local community.
White Stuff partners with Saitex for new eco-friendly denim
collection
White Stuff ethical sourcing and product sustainability manager, Amanda
Bunting said in a statement: “We are working hard to improve the way we
produce our garments and reduce our environmental impact. While our full
denim collection is made using water-reducing methods, we are particularly
excited to be partnering with Saitex to manufacture five of our most
popular styles in their ground-breaking factory.
“This is just the beginning for us, and we look forward to working with
them further as part of our commitment to becoming a more sustainable
brand.”
White Stuff’s denim collection with a conscious launches in select shops
and online from October.
Established in 1985, White Stuff is a multichannel fashion and lifestyle
brand with 124 shops and 27 concessions in the UK. Internationally, there
are 8 shops and 11 concessions in Germany, as well as 6 concessions in
Belgium. The company also has 355 UK and 411 International wholesale
stockists.
Image: courtesy of White Stuff
