Is denim ever cool on denim


No message reaches me more on Instagram than the question of THE perfect pair of jeans. No matter whether young, old, big or small, fat or thin, everyone seems to be preoccupied with the topic. I can understand that because once you've found the perfect pair of jeans, it can really change your life.

Because regardless of whether you have a good or a bad day, in the morning you know what to wear and what makes you feel good: in your favorite jeans!

Unlike our parents, we grow up in a time when there are more brands than Levi's, Wrangler or the famous Ost-Jeans Wisent. And unlike in the 1970s, jeans are no longer a youthful provocation for us, but an everyday item. Edgar Wibeau, actor in Ulrich Plenzdorf's play “The New Sorrows of Young W.” at the theater in Halle, says in 1972: “Jeans are an attitude and not pants. Jeans are the finest pants in the world. Instead I do without all the synthetic rags from 'youth fashion', which always look smart. ”The double-felled trousers of the GDR are turned into jeans. And it's revolutionizing fashion.

Incidentally, the original jeans were invented in 1873 by Levi's, or rather Levis Strauss and Jacob Davis. It had a medium waistband and straight legs and gave gold diggers and cowboys plenty of freedom of movement. In the 1950s, film stars like Marlon Brando celebrated the jeans revolution and made denim suitable for the cinema. The straight cut became the flared jeans of the hippie movement in the late 60s, then the skinny jeans of the punks came in the 70s and the baggy jeans made their first appearance in the 90s.

Nowadays you can wear what you feel like: Regular, slim, skinny, loose, tapered, bootcut or flared, everything is allowed.

Jeans have a price

It is only important that you are aware of what is actually in a pair of jeans. Around 8,000 liters of water are used to make a pair of jeans, or 53 bathtubs are full. Responsible for this is the laborious and water-intensive cultivation of cotton, plus a lot of chemicals for washing. Jeans often contain reproductive plasticizers, carcinogenic NPE residues and carcinogenic azo dyes. The problem is not the wearing, but that these substances get into the groundwater of the third world countries in the manufactured product and workers in the factories are poisoned every day. The more the jeans are washed out or have wash patterns, the worse. Because here the sandblasting process is often used, in which quartz sand is shot at high pressure on the fabric. The workers who do this breathe in large amounts of the dust and often get sick with the incurable dust lung, medical silicosis.

So-called silicosis occurs in mining only after about 20-30 years, in jeans production most workers fall ill after six months!

It is therefore all the more important that we are aware of our responsibility when we buy jeans. There are many labels that pay attention to working conditions and ecological raw materials when manufacturing the denim product and use other technologies such as lasers instead of sandblasting processes.

A good pair of jeans has its price. And it doesn't cost someone else's life. We introduce you to small labels that produce sustainably, rely on organic cotton or recondition vintage jeans.

Agolde is one of my all-time favorite labels. 70 percent of my jeans come from the Los Angeles label. I just know that the jeans fit me perfectly there and always flatter my figure. My favorite models are the Jamie High Rise, the Pinch High Rise Kick, and the Riley High Rise Straight.

The jeans are made with the most modern technologies because Agolde wants to protect the environment and its workers, many models are also made with organic cotton.

Arket, you read that right, the Swedish fashion chain is a great place to go when it comes to good denim styles. The jeans are made from organic cotton, in short they are non-genetically modified plants and chemical pesticides and fertilizers are strictly forbidden, and the price of the jeans is unbeatable. There is always a large selection of styles, I think the Regular Flared or the Straight Cropped are particularly good!

The pioneer in terms of sustainable jeans is definitely Armed Angels. The label, which has focused on sustainable fashion, kicked off something with its # detoxdenim movement: jeans without toxins, with less water consumption and fewer greenhouse gases. For this they only use organic cotton, work with GOTS-certified partners and rely on modern bleaching methods such as laser or ozone treatment.

You can't see the sustainability of the cuts in a positive way, on the contrary, Armed Angels has great cuts on offer. I myself have mairaa, mom fit jeans, and I love them very much. But all skinny fans, boyfriend supporters and wide-leg wearers will also find their lid for the pot here. There's a clear conscience for free, the jeans have a very fair price and are around 100 euros.

The focus of Blanche is on denim, a garment that is particularly harmful to the environment if - unlike Mette and Melissa - you do not approach it with sustainable materials and an ethical production method. But meanwhile all other parts of Blanche have developed into design classics - and that on purpose.

Because the duo understood that not only environmental awareness on the part of the brand can lead to a change, but that one also has to educate consumers to change their buying behavior. In short: The two of them try to create timeless designs that are not out of stock after a few seasons and provide care instructions on their website so that purchased items can be washed properly and thus last longer.

Boyish Jeans specializes in the production of sustainable jeans for women and was founded in California. All denim styles are inspired by vintage models that have received a modern update. The style? Boyish. The focus is on the goal of leaving as small an ecological footprint as possible. All jeans are therefore made from sustainable, recycled materials with modern and health-friendly technologies - they only use a third of the water otherwise required. Everything is designed for sustainability, right down to the hang tags and the packaging in which the jeans are sent.

Closed stands for "A Better Blue". The Hamburg-based company stands for sustainability and attaches great importance to the best possible manufacture, especially with its iconic jeans. With the Better Blue Jeans you can see from a table how your jeans were made. This makes it easy to see whether laser technologies were used for washing, organic cotton, Kitotex as dyeing technology or the sandblasting process.

The new jeans collection not only comes up with the classic pedal pushers, but also impresses with its very light models, wide cuts, patchwork designs and batik patterns. We are really big Closed fans!

Citizens of Humanity has stood for premium denim since 2003. Like so many other great brands, the label comes from Los Angeles and produces its jeans in its own factories in Los Angeles and Turkey. Making a simple five-pocket pair of jeans takes up to 50 different steps. Up to 250 seamstresses work on one pair of jeans and more than 5000 jeans are produced every week. CoH attaches particular importance to low water consumption and relies on ozone and laser technologies.

The jeans are really of an incredibly good quality, I especially love the Premium Vintage line and I definitely want to expand my collection!

E.L.V. is a sustainable denim brand from London, which aims to keep the CO2 footprint as low as possible through local production. “Sustainability is the ultimate part of my job. We live in a very aesthetic world, so a successful brand has to carefully combine both parts, ”says founder Anna Foster. They get their material from warehouses in Great Britain, in which jeans that have not been bought and some that have been worn are just lying around, then the jeans are hygienically washed - instead of the 8000 liters, only 7 liters of water are required for the production.

The jeans are then brought from the laundry to the studio in an electric car, where they are sorted, measured and de-branded. Then a new product is created from several old jeans, which then comes into the stores with new tags and new hardware. Each pair of jeans is unique and the leftover jeans that are not used are processed by artist Ian Berry in his works.

This label is really 100 percent great and worth supporting! Incidentally, this year also launches menswear!

Everlane is a very personal recommendation from the heart. Bought yourself, worn yourself and, above all, loved very much, since the last vacation in the USA, the basics of the American brand have become an integral part of my and my boyfriend's closets. Back then, the sustainable label's shop in San Francisco caught our attention with the crowd waiting in front of it, but it turned out that the hype is absolutely justified.

Everlane offers sustainable fashion at very affordable prices, a t-shirt costs 17 euros, jeans 63 euros and a fair down jacket around 170 euros. How it works? With radical transparency. It then looks like that you can track exactly how much an item of clothing costs in production on the page. In addition, all production facilities are presented on the website and you get an insight into what is being manufactured where and under what conditions.

The focus of the label is on timeless basics and classics - a sustainable statement, so the garments should last for several years and not go out of style.

What is the most environmentally friendly way to order there? Shop on a trip or do a huge bulk order with all of your friends to make it worth it!

The fan list of the brand from Los Angeles is long: Elsa Hosk, Bella and Gigi Hadid, Hailey Biber - the Hollywood girls have all fallen for the Grlfrnd brand. The parent company is Revolve and all jeans are inspired by vintage models, the range of cuts is super large. Everyone will find their style here, regardless of whether you are looking for a denim skirt, seventies denim or classic skinny jeans. Many models are made from organic cotton!

Levi's Made and Crafted

Levi's is THE classic and inventor of jeans, you already know that! But is the huge company, which is still celebrated worldwide for its bestseller, the 501, also ecologically sound? The answer is yes! As one of the market leaders, Levi's is doing everything in its power to develop increasingly sustainable production methods. There is the Better Cotton Initiative, which is committed to sustainable cotton cultivation and satisfied farmers, the Waterless manufacturing processes, which use significantly less water than before, and the Screened Chemistry Program, in which the chemicals used are strictly checked.

But Levi's not only relies on the production of new jeans, but also works with other labels such as Re / Done so that old, already existing jeans can be remanufactured. This is how, for example, the Levi's Authorized Vintage Collection, which is processed and refined in the USA, was created.

Levi's Made & Crafted is about relaunching the brand's iconic classics in a modern way and working with existing materials and the latest technologies.

Re / Done is an international denim success story. The Los Angeles-based label was one of the first brands to recognize the potential of vintage Levi's jeans - and the hype that was beginning. Founded by Sean Barron and Jamie Mazur, Re / Done's DNA lies in worn Levi's jeans: frayed pockets, torn knees, faded colors - good jeans last for decades and keep changing hands. The comparison to good wine, which gets better and better over the years, seems more than appropriate.

In its production facility in downtown Los Angeles, the team dismantles old jeans at the seams and uses the fabric for new models, which they adapt to the zeitgeist with modern cuts. Each pair is hand-picked, unique and sewn together again by hand, which explains the high price. In addition, Re / Done is an official Levi's partner.

I had to look for the perfect jeans for a long time at Re / Done because the cuts are often very tight on the legs but wider around the waist - and each pair is really different. Trial and error! But after six weeks of uncomfortable filing, my Vintage Levi's, refurbished by Re / Done, and I are inseparable.

You can no longer really consider Reformation as a newcomer label, because the label has been on the market since 1999 and has meanwhile blossomed into a millionaire company. But for Yael Aflafo, the founder of Reformation, that is by no means a reason to give in to the sustainability of the fast-moving fashion industry. But on the contrary.

Every part of the company is designed for sustainability and fairness. Whether materials, processing, factories, the design of the stores, the hangers, the online shop, the pens that the employees write with, the packaging or the furniture that is in the shops. If you want to find out more about these aspects, you can scroll through the website for hours. By the way, the sizes are normal, only a little polyester is used, instead a lot of viscose, Tencel and Lyocell. My favorites are the wrap dresses, jeans and basic tops!

Oh wonder, the new jeans brand Slvrlake also comes from Los Angeles, because a quarter there (a very, very nice one) is called Silverlake. The collection plays with the beauty of nature and translates it with minimalist, modern designs. All fabrics are made from “Premium Vintage” indigo denim, which has a unique weave construction and can therefore be processed in a variety of ways.

The company's website is still under construction, but all the major online shops have smelled the roast and quickly ordered the newcomer label. Good for us!

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