Our Denim Technology, Defined
RESPONSIBLE MATERIALS &
DENIM TECHNOLOGY, DEFINED
Want to know more about sustainably sourced cotton or exactly what “Indigo Juice” means? Our little dictionary of terms will enlighten you.
BCI (BETTER COTTON INITIATIVE)
A nonprofit dedicated to making global cotton production more sustainable (psst, we’ve been a proud member since 2016). Through BCI and its Partners, farmers receive training on how to use water efficiently, care for the health of the soil and natural habitats, reduce use of the most harmful chemicals and apply decent work principles. Better Cotton is sourced via a system of Mass Balance. See bettercotton.org/learnmore for details.
An independent industrial textile standard that tracks raw materials every step of the supply chain, eliminating harmful chemicals from the very beginning (FYI, it’s the clothing industry’s strictest environmental, health and safety system).
Not only does this durable fiber produce more oxygen and absorb more CO2 than trees, it also restores soil. Requiring 85 percent less H2O than cotton, it can be grown without the use of pesticides (it’s naturally resistant to insects and weeds).
Viscose fibers made from sustainable wood and pulp, which are manufactured using up to 50 percent less energy and water than generic viscose.
MADEWELL SECOND WAVE
Our earth-friendlier swim collection has a built-in feel-good factor—the fabric was made using recycled plastic bottles (and the look-good factor is no joke either).
Cotton that is grown without chemical fertilizers and pesticides from untreated, non-genetically modified seeds (the end result: healthier workers, healthier soil).
A water-resistant warm-as-down alternative made of 100 percent recycled content (aka, one parka = 11 plastic bottles).
A swimsuit fabric made from yarn spun of recycled plastic (eight bottles go into each one-piece).
A technology that creates brand-new TENCEL™ lyocell fibers from a combo of recycled cotton scraps and sustainably harvested wood pulp.
SUSTAINABLY SOURCED COTTON
Cotton that is produced in a way that is better for the environment, the people who produce it and the cotton industry. By 2025, we are committed to making sure that 100 percent of our cotton—including organic cotton, Better Cotton and recycled cotton—is sustainably sourced.
A soft, smooth lyocell fiber made from renewable wood sources like natural forests and sustainably planted tree farms (bonus: the closed-loop production recycles the H2O and reuses more than 99 percent of the solvent).
The practice of turning something great (like old jeans) into something just as good or even better (like new jeans).
Our special mid-weight men’s denim that looks rigid but has a touch of stretch for added comfort.
Our premium cotton denim that has just a hint (like 2% elastane) of stretch but a lot of, you guessed it, comfort. They’ll look as cool as your favorite vintage pair but feel as good as a pair of leggings.
This supersoft lightweight men’s denim has built-in stretch for an ultracomfortable fit.
A more sustainable dyeing technology c/o the renowned Candiani mill in Italy. With this technique, jeans get that perfectly broken-in, faded-in-all-the-right-places look using waaay less water, chemicals and energy than normal.
ISKO REFORM™ XP
The technology behind some of our stretchiest (read: comfiest) pairs ensures that denim moves with you without losing its shape—so bye-bye baggy knees.
ISKO STAY BLACK™
Experts at the ISKO denim mill created this extra-resilient dye that maintains its rich color longer. Let’s hear it for fade-free black jeans.
That extra layer of ultra-smoothing, holds-you-in sorcery in the front pockets of our high-rise jeans. Important: They’re best friends with half-tucked-in tops.
NO-SEE-THROUGH WHITE JEANS
The jeans you’ve been looking for forever-ever. We make sure our white denim is specially woven so there’s absolutely zero show-through.
Denim made with TENCEL™ lyocell is long lasting and oh so comfortable. It starts with sustainably sourced wood pulp, which is transformed into superstrong (yet still soft to the touch) fibers that breathe, stay smooth and hold onto dye wash after wash.
Thanks to special fibers that create an insulating layer of warmth within denim, our pairs designed with THERMOLITE® technology will keep you warmer (and cozier) longer. So don’t even think about wearing tights under your jeans on the next chilly day.