Artboard 4Iconsset_solidHeart_Outline! Skip to Main Content

Our Denim Technology, Defined

OUR DENIM TECHNOLOGY, DEFINED

We’re always finding ways to make our jeans better than ever, whether it’s with Magic Pockets or, you know, Indigo Juice. Wanna be denim-tech-savvy too? Get in the know, then get in a pair.

BCI (BETTER COTTON INITIATIVE)

We’re proud to support this worldwide program that provides training for farmers to adopt more environmentally, socially and economically sustainable cotton production practices.

COMFORT STRETCH

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.

INDIGO JUICE®

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.

KITOTEX®

An innovative process the Candiani mill applies to dyeing and finishing using chitosan, a biodegradable substance which is made from—get this—the discarded exoskeletons of shrimp collected from restaurants so they don’t go to waste. This new method of denim production reduces harmful chemicals, plus it saves both energy and water.

MAGIC POCKETS

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.

TENCEL™

Denim made with TENCEL™ 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.

THERMOLITE®

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.

ULTRATOUCH™ DENIM INSULATION

What if we told you your pre-loved jeans could be recycled into housing insulation—earth-friendly, no-fiberglass-itch, sound-absorbing, temperature-regulating, no-warning-label-necessary housing insulation? It’s true. Drop off an old pair at our stores and we’ll make it happen with Blue Jeans Go Green™ (plus give you $20 off new jeans).*

*$20 discount valid on purchases of full-price Madewell branded jeans made in Madewell stores or at madewell.com when you contribute one pair of jeans to the Blue Jeans Go Green™ denim recycling program. Not valid on phone orders. Discount cannot be applied to previous purchases or the purchase of gift cards and cannot be redeemed for cash or combined with any other offer. Discount not valid on third-party branded items. Terms are subject to change. Blue Jeans Go Green™ is a trademark of Cotton Incorporated. All denim collected through the Blue Jeans Go Green™ program is recycled into insulation, and a portion of this insulation will be distributed to help communities in need. Insulation quantities related to the Blue Jeans Go Green™ denim recycling program may be adjusted each year.