Back on Carnaby Street, Pepe Jeans London is bringing the sustainable factor to its denim with its ‘Wiser Wash’ process, an eco-revolutionary washing technology that uses zero toxic chemicals, with no water waste. It’s part of the denim giant’s responsible innovation programme called TRU-BLU. What’s more, it’s now going one step further with the launch of a conscious collection that includes materials with recycled fibres.
A few doors down at Replay, its Ice Blast eco- friendly wash jeans are made with a low environmental impact treatment with ice crystals, which preserve the brightness of the colours and save 80% of the water typically used in traditional treatments. The Italian denim brand has also introduced a new ‘Laserpaint’ artisan treatment for its women’s offer, which gives a handmade vibe.
Less waste leaves a better taste and on Berwick Street, Nudie Jeans popular Soho ‘Repair Shop’ aims to give new life to old denim – a fabric which by nature gets better with age. With its 100% organic denim collection, the Swedish brand is also setting the standard in socially responsible jeans.
It’s not just clothes in Carnaby that are getting sustainability savvy, as Joy Everley Fine Jewellers has a collection of ecologically ‘Sustainable Engagement Rings’, made from 100% recycled materials. Each ring features a beautiful recycled diamond taken from a vintage treasure, reworked into its own unique design and set in recycled gold.
It’s time to respect Mother Nature and make a difference in restoring and protecting our world, and where better to start than in Carnaby?