Jeans have to be the most worn item in my wardrobe. They are super easy to wear, they go with practically everything, and they last for years. However, this ubiquitous wardrobe item can be one of the most polluting. For that reason, I hope you’ll consider purchasing sustainable jeans – or even second-hand jeans – if you’re looking for a new pair.
In this sustainable shopping guide, I’ll take you through what the average pair of jeans goes through, what more sustainable options look like, and the best sustainable jeans and denim brands in the UK.
Jeans vs. Sustainable Jeans
Before we discuss sustainable jeans brands, I think it’s worth looking into how denim is made.. If you’ve seen the documentary Riverblue, you’ll know that denim can be particularly harmful, using lots of chemicals and lots of resources.
Below I’ve gone through the average lifecycle of a pair of jeans, across four stages, and how this is being made more sustainable:
1. Cotton
So, to begin – how is sustainable denim made? Denim is made from cotton, so you’ll find eco denim to be made from GOTS-certified organic cotton, or even better, recycled cotton.
According to Ellen MacArthur Foundation (EMF)’s Jeans Redesign guidelines, they recommend jeans are made from a minimum of 98% cellulose fibre, ensuring they can be recycled at their end of life. However, it’s close to impossible to find a pair of jeans made from 100% recycled cotton. This is because the cotton recycling process reduces the length of the cotton fibres, making the fabric more coarse and less hard-wearing.
2. Water Use
Next up, water-saving technologies may be used. The average pair of jeans takes thousands of gallons of water to process, so brands are finding ways to reduce this or use recycled water. This video gives a good insight into new technologies being used!
3. Fair Labour
And of course, the garment workers making jeans must be paid fairly, and given the right protective gear. This is still so hard to verify, but I’ve compiled the brands I personally trust below. Organisations like the Ethical Denim Council are helping to make the denim industry more transparent too. But if you’re unsure, email the brand to ask!
My Sustainable Jeans Collection
Boyish Straight Leg Jeans
My hardest-working pair of jeans in my wardrobe have to be my straight leg jeans from Boyish. There’s good reason for this – they are high quality, and they fit my frame amazingly well. It’s why I always prescribe sussing out your style before you start trying to shop more sustainably, because we can reduce our impact simply by choosing clothes that we will wear over and over.
These jeans are high-waisted, hugging my hips, and carrying a slightly more masculine silhouette. Boyish are great when it comes to sustainable denim too, being part of the EMF Jeans Redesign project, and manufacturing their clothes fairly in Los Angeles, USA.
Nudie Jeans High-Top Skinnies
My skinnies have taken a backseat now, but when I feel like the time is right to wear them, I’ll pull out this pair of Nudie Jeans. I really love the fit of these, and went to their Shoreditch store to try them on before purchase so I knew they would last and last.
Nudie Jeans is one of the best sustainable jeans brands out there, and I love that they offer in-store try-ons, repairs, and more.
Boyish Wide-Leg Jeans
Next, my wide-leg jeans, for when I’m feeling ultra sassy, but also too lazy to dress up. These are another pair from Boyish, and I’m sitting in them writing this right now!
I think it’s funny how we think of jeans as timeless when there are so many styles that go in and out of fashion. This pair were a conscious choice to find a pair that works with my body rather than fits into a specific trend, and I’ve been wearing them for more than five years now.
Baukjen Tencel “Jeans”
While these trousers may look like jeans, they’re actually made from Tencel! This sustainable fabric is made from trees and turned into a super strong, flowy fabric. Here, they’ve been designed to emulate jeans, but these trousers actually feel more like jogging bottoms!
17 Of The Best Sustainable Jeans & Denim Brands in UK
So, finally, onto the brands. If you’re in the market for a pair of sustainable jeans, try:
Blackhorse Lane Atelier: Jeans makers using traditional techniques based in East London.
Boyish: L.A.-based sustainable denim brand creating vintage silhouettes in a low-impact way.
Citizens of Humanity*: High-end jeans with a focus on social and environmental sustainability.
Denim Library: One of the best sites for women’s vintage denim jeans, all at a good price.
E.L.V.: London-based fashion house making zero-waste jeans by upcycling old pairs.
Hiut Denim Co.: Welsh denim company passionate about local employment and environment.
L.F. Markey: Independent fashion brand ethically creating denim alongside whimsical garments.
Lucy & Yak: Colourful jeans in a range of colours and styles made from organic materials.
Masha Popova: High-design, high-end upcycled jeans and denim creations.
MUD Jeans: Sustainable denim made from recycled jeans and organic cotton.
Nudie Jeans: Unisex jeans and denim offering try-ons and repairs at their shops.
Oxfam*: Second-hand jeans on frequent rotation, with all proceeds benefiting charity.
Re/Done*: Cool denim brand reworking vintage denim to create contemporary designs.
Rhodaine: Luxury, high-design denim clothing made slowly and sustainably.
Seventy + Mochi: Independent fashion brand working with circular denim and socially-focused suppliers.
Sézane Denim: Cult French brand Sézane launched their line of “green” denim in 2019.
Sophie Hawkins: Hyperlocal fashion studio using organic cotton indigo yarn. My jumpsuit is from here!
How To Care For Denim
Before you go – let’s talk about clothing care. We’ve got to care for our clothes! The responsibility of slowing down fashion majorly lies with brands and manufacturers, but as jeans wearers we can also look after our clothes and extend their lifecycle.
Washing Denim
Jeans can go a long time without washing! They’re designed to be hardy and breathable, so it will take a long time before denim gets dirty or smells. When it does, consider using a garment refresher spray or steamer to refresh them first. When they’re really soiled, turn them inside out and wash at a low temperate. And for the best care, let them air dry.
Repairing Denim
Next up, let’s talk about jeans repair. As denim is such a hardy material, it can withstand a lot of wear, but getting a rip or tear can be a big problem. Or at least, it used to be…
Ignoring the ripped jeans trend (which I just can’t get on board with – they’re practically in need of repair upon purchase, and the House of Commons Fixing Fashion Report agrees), rips and tears in denim can be easily repaired. You can either try repairs by yourself, or with the brand you’ve purchased it from. Places like Nudie Jeans and Levi’s invite customers to bring their jeans back into store to be repaired, which extends their lifecycle.
As consumers, we can fix our denim in a few simple ways too. If you need to take your jeans up, you can do this simply on a sewing machine, or take them to a tailor to be altered.
If you have a hole or tear, this video is the perfect tutorial for sewing them back together with a simple needle and thread.
And if you need a patch, try a handy denim repair kit. Many denim retailers offer some kind of kit that can help you to sew holes, apply patches, and more. In fact, if sewing isn’t your thing, you can even get iron-on denim patches!
Recycling Denim
And third, recycling. Jeans are such a hardy product that the marketplace for second-hand and vintage denim is huge. However, if your jeans are beyond reselling, certain denim brands invite their customers to send back their old jeans to be recycled with them.
Some brands are already ahead of the curve, such as MUD Jeans, who shreds old jeans and uses the material to create new pairs. I purchased a pair in 2018 which came with a sturdy returns bag that I’ve kept, so I can send them back after a few years of use.
If you’re in a position where you’d like your denim goods altered, customised, or upcycled, you could try Jeanie & Me, a small brand making old pairs of jeans into skirts, trousers, and more.
And if your jeans are truly unwearable and unrepairable, put them in a charity-run clothes recycling bank. Never throw your clothes in the household waste bin!
What did you think of my guide to sustainable jeans and denim? Let me know below!
