As a true denim lover, I’m fed up with seeing the same so-called “sustainable” brands pushed by affiliate marketers who do little more than copy-paste buzzwords. Too many of these lists lack real research, real scrutiny, and real accountability. Someone needs to dig deeper, ask the hard questions, and separate genuine responsibility from empty marketing. So why not me?
First of all, in today’s world, launching a new denim brand, or making any new piece of clothing is inherently at odds with the planet’s best interests. Personally, I don’t believe we need more designers, more brands, or more clothing in any category—we have already produced enough to clothe multiple generations ahead of us. What we truly need are solutions to manage the enormous volumes of existing garments and prevent them from becoming waste. Until then my first recommendation is always going to be: buy less or buy second-hand. It’s by far the most ethical and responsible choice.
But as humans, we continue to buy new, and so brands continue to produce. My goal here is to at least redirect your attention to better-made products—pieces that will stay in your closet much longer—while we work toward solving the recycling dilemma.
Have no illusions—there is no such thing as a sustainable denim brand. Every pair of jeans has an environmental cost. But the brands worth paying attention to are the ones that acknowledge their impact and make a real effort to do better.
Table of Contents
Denim is woven into our everyday lives
Denim is universal, transcending boundaries of gender, color, age, and orientation. Denim connects us all, no matter where we come from or what our individual style is. From its humble origins as durable workwear to its rise as a global fashion icon, denim has evolved, carrying with it the stories of those who wear it.
Denim, however, also carries a significant environmental burden. The production of denim is one of the largest contributors to pollution in the fashion industry, with conventionally grown cotton relying on pesticides to enhance crops, followed by water-intensive dyeing processes, the use of harmful chemicals, and high energy consumption throughout production. The challenges are numerous. Yet, given the scale of the issue, denim also presents one of the greatest opportunities for change, creativity, and innovation.
As the world shifts toward more responsible practices, denim is becoming a medium for some of the most impactful solutions. A new wave of denim brands embracing innovation in materials and production techniques is redefining the marketplace, making it more versatile, exciting, and full of possibility than ever before.
Citizens of Humanity & AGOLDE – Constant Reinvention
I’m starting with a brand loved by many, one we’ve been wearing since the early 2000s. They are by no means a 100% sustainable, but I’m including them because their recent efforts toward sustainable production are making a big impact on a large scale and deserve some recognition. You all know Citizens of Humanity, but what you may not know is that they also own AGOLDE jeans. While not a new name, AGOLDE has recently solidified itself as a strong voice in responsible fashion.
Citizens of Humanity is one of very few brands that is vertically integrated – it means that the company owns and operates most, if not all, stages of its production process, from sourcing raw materials to designing, cutting, sewing, washing, and finishing their jeans, essentially giving them complete control over the quality and manufacturing of their products within their own facilities, rather than relying heavily on external suppliers or manufacturers.
This matters because it gives them full control over sustainable choices as well, ensuring better traceability. They can invest directly in responsible production and innovations like laser technology, recycled water systems, regenerative agriculture and bio-based indigo dyes, aligning their products with their values.
Featured styles from left to right:
- 90s Mid-Rise Straight in Essence By AGOLDE- 67% Regenerative Cotton 22% Recycled Lyocell, 11% Post Consumer Recycled Cotton.
- REN Jean in Rinse by AGOLDE – 100% Regenerative Cotton, Eco-Indigo dye.
- Paloma Baggy In Devine – 98% Cotton 2% Elastane. Humanity Collection.
- Baretta Relaxed Straight cut jean in Baylonia – 100% Regenerative Cotton
- Emerson Mid Rise Relaxed Long in Blue Ridhge –98% Cotton 2% Polyurethane
- Sorry gentlemen, view your AGOLDE latest styles here
A quick note on added synthetics like elastane and polyurethane, which are often used in denim to provide stretch. While these materials aren’t ideal for the environment, they’re typically used in small amounts to achieve the desired fabric quality while still allowing for proper mechanical recycling. It’s best to avoid garments with more than 2% added stretch, unless it comes from renewable sources rather than virgin petrochemical-derived materials. Always check the label to make an informed choice.
Regenerative agriculture is a powerful tool for combating climate change while enhancing soil fertility, replenishing freshwater, and improving human health. The Citizens of Humanity Group’s Regenerative Cotton Program partners with farmers in the United States and abroad, supporting their transition to regenerative practices through education and investment.
Eco-Indigo – a silent revolution in denim dyes
Citizens of Humanity and AGOLDE have partnered with a French biotech company Pili to introduce Eco-Indigo, a bio-based indigo dye that replaces fossil fuels and toxic chemicals for a cleaner, greener alternative. Synthetic indigo ( used most commonly today) production relies on petrochemicals and hazardous substances contributing to massive water pollution and CO₂ emissions. Pili’s innovative process, which uses industrial fermentation and sustainable chemistry, is set to change that. Made from renewable sources like sugar and ethanol, Eco-Indigo significantly reduces the environmental footprint of denim while maintaining the deep, rich hues we love.
This could be a game changer. With 3 tons of bio-indigo already produced and a 50% reduction in CO₂ emissions compared to petroleum-based dyes, this marks a real shift toward circular fashion. Denim’s future is looking a lot cleaner—and a whole lot bluer, in the best way possible.
Whether to buy from large or small brands – what to watch out for.
I rarely include large brands like Citizens of Humanity in my posts—for good reason. The bigger the company, the bigger the problem tends to be—more room for controversy, greenwashing, and a profit-at-all-costs mindset. I also believe that established brands, after years of contributing to the industry’s damage, have a moral imperative to invest in sustainability. If they aren’t, they should be avoided. Smaller, newer brands trying to do things right from the start face far greater challenges and deserve our full support—and our money—far more than the giants.
Many mega-brands operate multiple labels under one name, varying in materials and price range. Large brands often introduce eco-collections to claim sustainability, but if the rest of their production follows conventional, unsustainable practices, that should be a red flag. Pseudo-sustainable efforts do more harm than good, misleading consumers and creating a false sense of trust. I urge you to read between the lines, stay curious, and question everything.
A red flag for me is when all the information about a brand’s sustainability efforts comes solely from the brand itself, with no transparent reports or independent certifications available to the public. Consumers should expect more transparency these days, and brands should respect that.
This is the case with Citizens of Humanity—I couldn’t find anything openly available to me as a consumer. While their story is compelling and well-told, should we take it at face value? This time, I choose to. Their investment in regenerative cotton and eco-friendly dyes is a fact, and that alone is enough for me to include them on my list.
Oliver Logan – striking a balance between quality & price
“Everything we create is made with one goal in mind – never putting our interests before what’s good for the planet.” Oliver Logan website
When a bold statement like this is the first thing you see on a brand’s homepage, it grabs my attention. But considering my belief that clothing production is inherently not in the planet’s best interests, I have to question what they truly mean by it.
Featured Styles from left to right:
- Crosby High Rise in 4 Year Vintage – 66% cotton, 33% recycled cotton, 1% spandex
- Parker Cuffed Baggy Slouchy – 100% cotton, no stretch
- Harlow Barrel Leg High Rise – 69% Cotton, 30% Recycled Cotton 1% Spandex
- Madison Mid Rise – 66% cotton (BCI), 33% recycled cotton, 1% spandex
- Madison Cargo in Aged Indigo – 66% cotton (BCI), 33% recycled cotton, 1% spandex
Also based in Los Angeles, Oliver Logan has its own unique story. A small and relatively young brand, it was founded by Oliver Timsit—an industry expert with years of experience in conventional fashion who decided to break away and do things differently.
Launched as a sustainable, eco-friendly denim brand, Oliver Logan set out to create responsibly made products that are both ethical and reasonably priced. The brand has struck that rare balance between price and quality while staying true to its mission—growing organically and maintaining a strong commitment to sustainability. Achieving this is no small feat, especially for an independent brand.
Running a truly responsible business comes at a cost. Profit inevitably takes a hit when you invest in better materials, fair wages for workers, and ethical suppliers who share the same values. Anyone committed to this deserves recognition.
GreenStory is a platform that collects and analyzes a product lifecycle data—measuring the environmental impact of a product, like a pair of jeans, from raw materials to disposal.
When a brand is genuinely committed to sustainability they understand, that measuring impact is essential. Without tracking progress, there is no way to know where improvements are needed. For smaller brands, this can be a challenge—they often rely on third-party organizations to collect and analyze data, create reports, and provide insights for continuous improvement. Oliver Logan is making an effort to be transparent, backing it up with data from GreenStory and they share some stats for public views. I would want to see more details and a full report in the future.
A full transparency report on a brand’s website carries far more weight than a few isolated sustainability stats. As you’ll see in the examples ahead, the most credible brands use these reports not just to showcase achievements but to provide a clear, unfiltered look at the true costs of producing a pair of jeans. The purpose isn’t just to make a statement—it’s to educate consumers on why responsible choices matter and why we all need to give it good thought before buying anything.
Oliver Logan’s approach is creating denim from recycled materials and prioritizing circularity. This is a huge win for me as it directly address the textile waste. Most of their have at least 30% of recycled fibers, and the rest is virgin cotton, for the most part BCI (Better Cotton Initiative) cotton, not organic certified. I would love to learn more about how they collaborate with communities and partners to source and recycle materials and how they plan to scale it up?
Properly recycling and repurposing old clothes into new garments is one of the biggest challenges in the industry today. Currently, only a small percentage of clothing can be successfully recycled due to the complexity of fiber blends, especially when synthetics are involved. It is far easier to create new clothing from plastic bottles than from old textiles. Any company making an effort toward true circularity deserves our attention and support.
A word about the difference between BCI (Better Cotton Initiative), which Oliver Logan uses in its designs, and GOTS-certified organic cotton.
While BCI ( Better Cotton Initiative) is a step toward more sustainable cotton farming, brands supporting BCI often don’t have control over how much of the “better” cotton actually makes it into their products. The issue lies in the difficulty of tracing the cotton throughout the supply chain, meaning there’s no guarantee that the cotton claimed to be sourced sustainably is actually being used in the final product.
GOTS ensures that every stage of production—from the use of organic fibers to textile processing, manufacturing, licensing, and labeling—meets strict environmental and social criteria. This rigorous certification process results in an internationally recognized standard that signals to stakeholders, partners, and consumers a brand’s commitment to sustainability, ethics, and high-quality production.
I’ve created a free Conscientious Shopper’s Checklist: How to Shop for Truly Sustainable Clothing. This includes the labels and certificates you can trust. Sign up here, and I’ll send it straight to your inbox!
Nudie Jeans: A Blueprint for Brands Striving for Sustainability
I’m jumping ahead a bit into denim nerd territory—but trust me, it’s worth it. To me, Nudie Jeans exists in its own unique space, somewhere between what we call designer fashion denim and denim for true denim enthusiasts.
Featured styles from left to right:
- Breezy Britt Blue Rebel -high waisted tapered leg – 100% organic cotton
- Clean Eileen Blue Days – loose-fit wide leg & high waist – 100% organic cotton
- Clean Eileen Dry Twilight Selvedge – by Candiani Italy – 100% organic cotton
- Lean Dean in Selvedge – slim men’s style with tapered leg – 100% organic cotton
- Steady Eddie II – in Nudies heritage Kaihara Japanese denim
Looking at what Nudie Jeans has been doing for almost 20 years now, I sometimes wonder—why doesn’t everyone else follow their lead? It’s all out there, a blueprint for sustainable denim production. Why not learn from it and try to replicate? But hey, I’ll live to dream another day.
Founded in Gothenburg, Sweden in 2001 by Maria Erixon Levin and Joakim Levin, the brand has always prioritized sustainability and human rights, aiming to create a community that cares. From the beginning, Nudie Jeans set itself apart by focusing on more than just fair wages and organic cotton—it was about making a real impact. As early as 2007, they started offering repairs because they believe in making jeans that last a lifetime, not ones that need to be replaced. Today, Nudie’s Repair Shops offer free fixes, resale, and donations, all part of their effort to turn vintage into something valuable instead of creating waste.
If a brand really wants to showcase their product impact, this is the way to do it. Full transparency, no shortcuts. Consumer chooses how deep you want to explore it.
Every pair of Nudie Jeans comes with one of these reports, and you’re welcome to browse them, making your choices and decisions based on that, just as much as you would with the denim quality or the cut. All are equally important because when you buy a pair of Nudies, you’re buying them for life. And as the brand says and, I believe them, they “Create Tomorrow’s Vintage”! You can purchase Nudie Jeans online, and they’ll ship to the US for free.
You might want to consider the added carbon footprint of long-haul shipping, but it’s still a better choice than grabbing a few pairs of cheaply made jeans on a huge sale at your local store—only to have them fall apart by next season. Be better than that!
Just to keep it interesting, let’s jump back to the US and into Los Angeles. By the way, have you ever wondered why so many US denim brands originated in LA?
Los Angeles has become the “denim capital of the world” thanks to a unique blend of historical, cultural, and economic factors. The city’s deep manufacturing legacy, with its network of skilled workers and factories, provides a solid foundation for high-quality denim production. The influence of Hollywood and celebrity culture further drives the demand for denim, with the city’s trendsetting role making it a prime location for fashion innovation.
Los Angeles is also a hub for textile innovation. You may have heard of Ambercycle, a material science company that developed Cycora®—a pioneering material with the potential to become a truly circular alternative to conventional polyester. By transforming end-of-life textiles, Cycora® helps divert waste from landfills and reduce reliance on virgin resources.
Already backed by international brands like GANNI and featured in new collections, it marks a promising step toward sustainability. However, whether this type of polyester can truly overcome the microplastic shedding issues of conventional polyester or is safe to wear for extended periods of time remains a question that requires further evaluation.
RE/DONE – Not Your Average Denim Brand
RE/DONE started in Downtown LA in 2014 with a mission to upcycle vintage Levi’s into wearables again, turning preloved jeans into timeless, hand-crafted designer denim styles. By sourcing raw denim from raghouses across the US, RE/DONE has upcycled over 200,000 pairs, saving 1.75 million gallons of water in the process. The brand has expanded the upcycle movement into sweatshirts, leather, ready-to-wear, and even footwear, like their Tire Tread Sandals with soles made from upcycled tires.
Featured styles from left to right
- Levi’s 90S Jean – reconstructed from original 90s Levi’s
- Levi’s Star Riding Jean – their take on the iconic rodeo wester riding jean
- The boyfriend jean – a classic mid-rise relaxed style- button fly and raw hem
- Unisex the Mel Jean – inspired by the 90s Levi’s 505 jean
- 1401 Straight Men’s Jean – new production is a nod to the iconic Levi’s 501 style
RE/DONE Levi’s styles are truly one-of-a-kind, using no water beyond initial cleaning. Each pair retains its original character while being expertly refitted for a modern silhouette, enhanced with thoughtful details. Some signature pieces sell out fast and come at a premium, but you’re investing in a piece of American denim heritage—rescued from landfills and given a second life. And just like the originals, these too will become vintage in their own right.
Denim upcycling is a culture of its own, and if you have basic sewing skills, it can be an exciting way to create a one-of-a-kind pair of jeans. Luckily, there’s no shortage of materials—just step into any thrift store, and you’ll find endless racks of donated denim, an ocean of discarded jeans waiting for a second life. Embracing second-hand and vintage denim is not only a creative adventure but also a great way to balance your wardrobe with something both new and reclaimed.
For the sake of content purity, this post focuses solely on denim brands. Many ethical and responsible clothing brands also offer high-quality denim, and I’ll be highlighting them in future posts. Stay tuned and sign up for notifications so you don’t miss out!
G-Star – Pioneers with Principles
G-Star is a Dutch fashion brand renowned for its innovative approach to denim. Founded in 1989 in Amsterdam, it has consistently pushed the boundaries of traditional denim with a commitment to craftsmanship and progressive design. At the forefront of sustainable denim, G-Star continuously evolves its materials and production processes to minimize environmental impact. Simply put, no other brand matches their level of experimentation—whether in materials, technology, or design. See for yourself.
Featured styles left to right:
- Ace 2.0 Biker Slim Straight Jeans – 94% Cotton, 5% Elastomultiester T400® ECOMADE, 1% LYCRA® Elastane
- Low Bootcut jeans – 75% Regenerative cotton, 25% Recycled cotton
- Bowey 3D Extreme Loose Jean – 75% Regenerative cotton, 25% Recycled cotton
- Diever 3D Slim Jean for men – 99% Cotton, 1% LYCRA® Elastane
- Long Pocket Loose Jeans – 99% Cotton, 1% LYCRA® Elastane
1% LYCRA® elastane the LYCRA® fibers used are high performance stretch fibers which hold a Gold Level Material Health Certificate from the Cradle to Cradle Products Innovation Institute. The 5% Elastomultiester (T400® EcoMade)a sustainable stretch fiber, partially made from recycled and renewable resources. The company puts premium on materials innovation. They call themselves “pioneers with principles” for a reason.
They openly admit they’re not perfect and provide full transparency reports. Not all of their materials are eco-friendly or production fully sustainable. While they still use BCI (Better Cotton Initiative) cotton, they have completely banned conventional cotton, as well as fur, exotic animal leather, down, angora, and mohair. They even acknowledge that some products may release microplastics when washed – to tackle a problem, you must first admit there is one. And they keep pushing those boundaries.
You may have heard about their “Raw for the Ocean” collection, where they use recycled polyester made from collected plastic bottles. Many brands are innovating with recycled plastic waste, which seems like a great idea. But here’s the catch—once plastic bottles are turned into fibers for textiles, their cycle ends. These fibers can’t be repurposed again because we don’t yet have the technology to recycle plastic from clothing back into new clothing. If we continued recycling bottles into bottles, we’d keep them out of landfills much longer. It’s something to consider before supporting products made this way.
I struggle to call G-Star simply a responsible or eco-friendly denim brand —it’s something else. There isn’t a definition accurate enough to capture what G-Star is doing, and there shouldn’t be. They’re setting the standards, carving out new terms, and rewriting the denim narrative entirely. I’ll admit, they excite me and make me nervous at the same time. They’re a designer denim cult—complete with an app, shows, a club, and an undeniable vibe. I’m all for it. But for my everyday wear? I always go back to my tried-and-true Nudies. The choice is yours. G-Star is widely known and sold in the US by many major retailers and has its own stores.
3sixteen – “First and foremost, we’re a denim company”.
This brand is for true raw and selvedge denim lovers. Based in New York since launching its first jeans in 2008, the brand has worked closely with Kuroki Mills in Japan to create custom premium denim built to last and evolve with wear. Every detail—from the cut to the hardware—is chosen for durability and timeless appeal, sustainable at the core. While the collection has expanded to include shirts, jackets, and accessories, the commitment to quality remains unchanged. Rooted in humility, and integrity, 3sixteen values strong relationships with the artisans and collaborators who shape its journey.
3sixteen’s iconic denim, a 14oz. unsanforized, shrink-to-fit fabric, stays true to its raw, loomstate nature—a reflection of Japanese denim craftsmanship at its finest. This denim is the result of over 40 years of expertise. Finished in the U.S., each pair embodies 3sixteen’s dedication to materials, process, and the art of well-worn premium denim.
Features style: Classic Straight - Rinsed Indigo Kibata
Woven at low tension on a shuttle loom, this denim carries a rough, textured hand with natural irregularities that set it apart from the start. The weft yarns subtly peek through even in its raw state, and the loose weave ensures a unique evolution—fading in complex layers of blue with striking vertical streaks over time. Each wear deepens the character, making every pair a truly personal piece of denim.
And they don’t compromise on the details—extra-thick cotton pockets for durability, an open top button with a two-prong backing to prevent rotation and pull-through, a premium leather patch, and hidden selvedge accents that mark their signature style. Every element is considered, making these jeans a true staple for denim purists.
Now might be a good time to bring up the age-old debate: how often should you wash your jeans? Hardcore denim heads will go months—sometimes years—without washing to achieve that perfectly worn-in look. Personally, I don’t get it, but it’s a choice. What you do with your jeans is your business. That said, if you’re looking for real guidance, it’s always best to take advice from those who actually make the denim—brands like 3sixteen, for example.
Naked & Famous – “We are not a normal denim company and we never will be.”
Naked & Famous draws inspiration from the 1950s Pop-Art movement, where early Pop artists used the concept of the “ideal blonde” as a satirical commentary on mass media and popular culture, only to reflect it back to society. In a similar fashion, the brand aims to create a playful yet thought-provoking dialogue, challenging and reinterpreting modern culture.
Another brand for those who want to try and experiment with raw denim.This brand stands apart by focusing on what matters most: exceptional denim. Rather than relying on celebrity endorsements or flashy advertising, they put all their energy into sourcing premium fabrics and creating high-quality jeans.
Proudly made in Canada, their jeans are all about durability, unique designs, and offering value without the gimmicks.Their sourcing strategy is to travel to Japan a few times a year in search for the best quality fabric they can find. Like 3sixteen, they trust the old Japanese tradition of making raw and selvedge denim and create wonders with it.
Featured style: Classic Natural Indigo Selvedge
Naked & Famous may be known for producing all their jeans in Canada, but their limited-edition Made in Japan collection is where craftsmanship truly shines. Every detail is meticulously considered—from 100% iron buttons and copper rivets to hidden back pocket rivets, raised belt loops, and union special chain-stitched hems. The collection also features a natural vegetable-tanned leather patch, adding to its authenticity. To top it off, the logo gets a fresh update from renowned comic book artist Alvin Lee, who reimagines the brand’s iconic tragic blond in a bold Japanese manga style.
Naked & Famous is widely available across the US through a range of retailers, but if you find yourself in New York, visiting their flagship store is an experience in itself. Here, you can score the exclusive Empire State Selvedge, a pair of jeans available only at the NY location, or simply immerse yourself in the unique denim culture.
Buying denim from true denim hunters and experts is unlike any retail experience—it’s about the craft, the passion, and the community. As I’ve said, denim is a culture, a cult, and a way of life.
When talking about old-school denim from brands like Naked & Famous, 3sixteen, Tellason, there’s no need to talk about responsible production, or sustainable choices, or eco-conscious design. There is no need for any sustainability buzzwords—because this kind of denim is inherently slow, responsible, and built to last.
Made in small batches using time-honored techniques, these jeans aren’t designed for trends or disposability; they’re crafted for longevity, wear, and evolution. The focus is on quality over quantity, sourcing the best materials from Japan’s top mills and avoiding the aggressive industrial processes that dominate fast fashion. This denim is meant to be worn hard, repaired, and appreciated over time—true sustainability without the marketing spin.
This attitude is one we should all embrace, not just when it comes to denim, but in how we approach consumption as a whole. We live in a world where we choose quantity over quality, and we’re encouraged to constantly buy more. But when it comes down to it, how many pairs of well-made jeans do we really need to be satisfied? The answer is probably far fewer than we think.
TELLASON – Proud To Be an American
To round out our list of denim for true denim-hunters, let’s turn to another standout San Francisco-based brand that has earned a solid reputation for its high-quality, raw selvedge denim.
With a focus on American-made craftsmanship, they stay true to the art of denim-making, ensuring that every pair is built to last and made with care, reflecting a deep commitment to quality and sustainability. This brand’s dedication to craftsmanship and responsible production makes it a top choice for those who appreciate denim in its purest form.
” There is nothing personal about wearing jeans that have been heavily manipulated by a team of factory workers helping destroy a jean due to a blip of a fashion trend before the pair even make it to the selling floor! This process kills the jean or at least leaves it half dead before you have the chance to wear them. Would you buy a new car or new shoe that went through the same process?” Tellason
Featured Style: John Graham Mellor Straight Slim Selvedge Jeans
We often don’t give it much thought, but the distressing process that creates that worn-in look is really just a way of destroying the fabric. What’s even more absurd is that we often pay top dollar for that artificially aged look, which is neither necessary nor eco-friendly. Yet, conventional denim companies are still doing this today, right this moment.
By opting to reject the fast fashion cycle and instead investing in high-quality denim, we let the fabric’s durability and character develop over time. This reflects the essence of slow fashion and slow living—prioritizing patience, craftsmanship, and a more mindful approach to how we purchase and wear our clothes. It’s a return to the natural way things once were, where quality and longevity were valued over convenience.
Tellason takes pride in being an American brand, reminding us that the premium denim tradition was born right here in the U.S. and eventually spread to the world, including Japan. However, in our attempt to meet the global demand for denim, we lost our way. In focusing on volume, we started sacrificing quality—a shift that allowed Japanese producers to take the lead.
By staying true to craftsmanship and quality over quantity, the Japanese denim market eventually overtook the American one, preserving the art of denim-making while we got caught up in mass production. As long as it was preserved, we are grateful for that and many US brands are trying to revive the lost art.
Tellason is incredibly proud that their jeans are not only made in America, but that every detail—from the pocketing and thread to the buttons, rivets, and leather patches—is also locally sourced and produced. Their commitment to investing in local producers is their way of ensuring that every pair of jeans is responsible and sustainable, made right here at home. By supporting local craftsmanship and production, Tellason ensures their denim is as authentic and ethical as it gets.
If you’re inspired to dive deeper and learn from true denim enthusiasts and professionals, this book “Blue Blooded” is for you. It’s probably the best book you’ll find to understand denim production, its history, and the incredible people who have made denim their life’s work.
Disclaimer: This is one and only affiliate link, and if you decide to purchase the book, I’ll earn a small commission at no extra cost to you. Thank you.
MUD Jeans – Pioneering the Circular Revolution in Denim
To conclude this review of my denim brand picks, I’m bringing us back to a more mainstream world—back to where most of us belong and shop. This is denim as fashion, not necessarily a lifestyle, but with one premium denim brand that truly stands out in embodying the present and the future of denim. The only way out of the mess we’ve created by overproducing clothing is through embracing circularity.
This fashion business model is the only responsible approach, where we can keep 100% of what has been and is currently being produced in use, one way or another, without any of it ending up as waste. This is the sustainable future of fashion, and one brand has been leading the way to make it a reality.
Featured styles left to right:
- Sara High Loose Flow – 20% post-consumer recycled cotton, 60% organic cotton,
20% pre-consumer recycled linen - Brooke High Barrel – 40% post-consumer recycled cotton, 60% organic cotton
- Easy GO – 40% post-consumer recycled cotton, 60% organic cotton
- Rick Mid Slim – 100% organic cotton
- Hank Mid Tapered – 79%organic cotton, 20% post-consumer recycled denim,
1% recycled elastane.
MUD Jeans was born in the Netherlands in 2012 with a clear mission: to make denim truly sustainable. Many of their styles already contain at least 40% recycled cotton and 60% organic cotton, with a goal of reaching 100% recycled materials. Despite the added costs of using recycled textiles and certified organic cotton, they keep their pricing relatively accessible—without compromising on quality or ethics.
Their commitment to sustainability extends beyond materials; every pair is 100% biodegradable and free from harmful chemicals. As a certified B Corp, MUD Jeans is dedicated to a fully circular business model, proving that fashion can be both stylish and responsible.
Another important certification to look for is B Corp. When a brand proudly displays this on its label or website, it means they’ve committed to balancing profit with the well-being of people and the planet. B Corp certification ensures that a company meets high social and environmental standards, prioritizing transparency, sustainability, and ethical business practices. It’s a reliable way to identify brands that are genuinely working toward a better future.
MUD Jeans operates with a consciously small supply chain to ensure greater transparency and traceability. They collaborate with just three recyclers, three fabric producers, and one jeans manufacturer, allowing them to maintain better oversight of production processes, working conditions, and the overall impact of their products. This streamlined approach fosters innovation and supports the implementation of eco-friendly methods, such as dry indigo dyeing and water recycling, throughout the supply chain.
In addition to producing durable jeans, MUD Jeans takes full responsibility for the life cycle of their products. MUD’s innovative “Lease a Jeans” model allows customers to lease jeans for a monthly fee, with the option to return them for recycling after 12 months. They actively work to eliminate waste by offering a repair service, encouraging people to care for their jeans and extend their life.
I know what you’re thinking—this is a Dutch brand, and we’re here in the U.S. I’d love to highlight only American brands, and I believe I’ve given you plenty to choose from. But let’s be real—right now, Europe is leading the way in scaling sustainability and we all need to know what’s possible and to learn from each other. And as I’ve said before, denim knows no borders, and the planet we’re trying to protect belongs to all of us. So, support better brands no matter where they’re from, spread the word, take care of your clothes, buy fewer but better pieces, make memories, make love—not waste.
Every day, when I sit down at my computer to write about a sustainable brand making a real effort, my inbox floods with newsletters pushing affiliate links for cheap, fast fashion. I see designer brands spinning marketing narratives, celebrities showcasing clothes that shouldn’t exist, and social media influencers boasting about their latest hauls. It’s disheartening.
But then I remind myself—if I can convince just one person to tune out the noise, make a better choice today, and share that choice with a friend, then this time is well spent.
“Every Time you spend money, you’re casting a vote for the kind of world you want” Anna Lappé
Please leave a comment and share your favorite responsible and eco-friendly brands with us! Check out my other blogs and my website for more inspiration and insights into sustainable fashion.
