Samsøe Samsøe to launch conscious denim line

Danish fashion brand
has announced it will be stepping up its sustainability efforts with the
launch of a new conscious denim line and a commitment to significantly reduce
its use of plastic.

Launching in October, the Blue Belief programme is a collection of jeans
made from sustainable fabrics and using advanced technology that minimizes
water consumption during the washing process. The jeans will be made using
either organic or fully recycled cotton, naturally oxidized studs,
nickel-free zippers, recycled polyester yarns and jacron labels – a type of
washable recycled paper.

The finishing process has also been reimagined. It has now been
relocated to an environmentally friendly laundry facility where the latest
technology is used for washings that require virtually no water, according
to the brand. Ozone has also been replaced by harmless bleaching agents to
cut down on water use, and ‘worn’ looks have been achieved using laser
techniques instead of toxic chemicals.

Samsøe Samsøe said in a press release that the Blue Belief programme
fits in with the brand’s plan to implement more sustainable fabrics into
its products, and that from pre-spring 2020, around 80 percent of the
its standard range will meet the same requirements.

In addition to the new jeans line, Samsøe Samsøe has also joined the
Ellen MacArthur Foundation’s ‘New Plastics Economy Global Commitment’ and
in doing so has pledged to reduce its consumption of single-use plastic through
improved working methods, more training and increased use of alternatives
such as FSC paper and recycled products.

Blue Belief will be available online and in stores from October 2019.
For every item sold, one euro will go to the non-profit organization
‘Charity: Water’ which supplies clean drinking water to some of the
world’s poorest communities.