Rosemary Mac Cabe

Hemlines, heels and haute couture – your daily dose

Pepe launches Tru Blu eco collection

Have you heard the news that Target is banning sandblasting from its denim ranges, because it’s associated with lung cancer in factory workers? (About time, for stonewashing truly is a crime against fashion …) The US megastore has decided that …

Tue, Mar 6, 2012, 13:30

   

Have you heard the news that Target is banning sandblasting from its denim ranges, because it’s associated with lung cancer in factory workers? (About time, for stonewashing truly is a crime against fashion …) The US megastore has decided that people’s health is slightly more important than our questionable taste in denim finishes.

Pepe Jeans, meanwhile, has developed its most sustainable jeans washing process – subtracting the use of chemicals and reducing the number of wash cycles it takes to achieve a certain “wash” on the jeans themselves, in an effort to reduce water consumption across the brand’s manufacturing process. Pepe has invested in various modern technologies, including the use of ozone gas treatments and three-dimensional lasers which can create a great depth of indigo contrast on jeans.

The Tru-Blu range will be available from May 2012, with six styles in six different washes, from a dark finish to a bleached look, all achieved without the use of chemicals.

It’s a great step forward for denim technologies and for fashion in general – it’s worth applauding when a fashion brand decides to look at its manufacturing process holistically; though I’d be the first to say that fashion matters, I’d also be the first to admit that, anything we do, it’s worth minimising our footprint – like our carpets, the earth will be here after us. But unlike our carpets, it matters what state we leave it in.

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