Jeans Environmental Protection Road

Once popular

Two years ago, there was a green trend in the fashion industry, and all the big cowboy leisure brands launched organic cotton jeans for consumers to choose.

The benefits of organic cotton are obvious to all. Their production is no longer dependent on chemicals that are threatening the environment.

According to the nonprofit organization "sustainable cotton program", the growth of traditional cotton needs to consume 25% of the world's chemical pesticides and fertilizers.

Today, however, organic cotton jeans have become a rare commodity.

This is doubtful. Where is the organic cotton Cowboy?

Due to the economic recession and fierce market competition, some smaller product lines have been greatly affected.

"In a year or so, retailers are not closing stores or reducing orders, and gradually turning to low-end ones, which has led to a reduction of 25% to 30% of my customer base," said Tierra, designer of Del Forte.

In 2009, she stopped the production of ecojeans series jeans.

But according to LaRhea Pepper, senior director of textile exchange, a nonprofit organization, many companies are now turning their attention to the fabric and the whole production process.

Expand attention to the entire production process beyond cotton, including water use, dye effects, soil health, labour and fair trade.

"We need to change the way we think about things, like water, toxic waste, or corner scraps scattered on the cutting shop floor."

Ms. Pepper said.

Levi 's's eco series jeans have been shut down, but the company is still using organic cotton and is working hard to promote environmentally friendly production.

Michael Kobori, vice president of social and environmental sustainability, said: "we will strive to bring greater influence to the social and fashion sectors."

Like H & M, Adidas and Nike, Levi s has also become one of the members of Better Cotton Initiative.

Mr. Kobori said the first batch of cotton farms in India and Pakistan reduced the use of chemical products and water consumption by 1/3 during the production process.

These high-quality cotton will be blended with traditional cotton to produce Levi 's2012 spring products, but the ultimate goal of the company is to use organic cotton to produce all products.

"We want to change the way cotton is grown all over the world," Mr. Kobori said. "All cotton can be planted in this way."

The belated Levi 's new cowboy series "Water Less" has aroused the interest of consumers.

The series is on sale at the beginning of the year, and the retail price is between $50 and $130.

They use the newly invented "WaterLess" technology, which can greatly reduce the use of water and even do not need water in the process of fading of jeans.

Mr. Kobori said that the production process of each pair of jeans can save about 10 liters of water.

Levi 's also adopted a more "green" instruction for the 501 series, which promoted consumers to reduce the number of laundry. The jeans logo said: "dry with cold water and dry naturally."

(and don't forget to use environmentally-friendly cleaners). Due to the lack of global resources like Levi 's, designer Rogan Gregory's environmental brand Loomstate has stopped producing organic cotton jeans.

"If you are not a manufacturer, it is a great challenge to insist on producing organic cotton jeans," Mr. Gregory said.

Organic cotton fibers are shorter than traditional cotton or genetically modified cotton, making it more difficult to weave.

"The jeans are more elastic, smooth and soft."

"It's a part of its charm, but its market is not big enough," Gregory said.

Loomstate's cotton products still contain organic cotton, but Gregory has also turned its attention to other types of fabrics, such as reusable fibers.

"I bet that cotton will be phased out in 10 to 20 years."

He said, "people will find alternatives that have advantages in cotton and can avoid them."

Some brands still insist on using organic materials in jeans production.

The environmental protection boutique Kaight sells Linda Loudermilk, PrairieUnderground, Good Society and some of the current organic cotton jeans that have been discontinued, and the unit price is below $200.

The owner said that the organic cotton had better scalability and suggested that customers should choose the smaller size when buying.

But there are also some grey areas in the process of promoting green jeans, so many companies think that it is best to remain silent on this topic.

"In marketing, especially in the fashion world, you must be very careful when promoting a concept."

Gregory said, "this is about the green fashion of clothing, which is different from food.

For green food, you are enjoying it, which is related to your taste.

For clothing, though you may know that it is harmful to the environment, you will pay more attention to whether it makes your buttocks line more sexy.