reDEW8 Jeans, a Swedish denim company, has launched new Zero Cotton jeans made from 100 percent renewable wood fibers.
The company will debut the style, called the Frost Jeans, at the 2019 Outdoor Retailer + Snow Show in Denver, Colorado, starting Wednesday and wrapping Friday.
According to the company, each pair of Frost jeans saves more than 1,849 gallons of water. The wood fibers are made by Lenzing and woven by Turkish denim mill, ISKO.
The Frost style has a straight leg and medium rise, and is available in two washes: the 88 Days wash is a slightly broken-in medium wash, while 123 Days has a lighter color and a more worn-in look. The fabric is styled to look and feel like traditional cotton denim, retailing from $149 to $159.
Anders Haglund, reDEW8 co-founder, highlighted the company’s commitment to water conservation. “A warmer climate with extreme floods and droughts not only brings huge challenges for snow sports,” Haglund said, referencing the focal point of the trade show, “but also fresh water is crucial for drinking, farming and other industries.”
“reDEW8 seeks to create a paradigm shift from the traditional linear economy—make, use, dispose—toward a circular economy, which values reduction, reuse and recycling or regenerating products and materials,” added Peter Lantz, reDEW8 co-founder. “Zero Cotton represents an important step towards a more sustainable outdoor industry.”
reDEW8 also donates 25 percent of profits annually to international wildlife conservation through the reDEW8 Foundation and the reDEW8 Earth Prize.
Along with the Zero Cotton jeans, reDEW8 will also be showcasing other new technologies at Outdoor Retailer, including a wrinkle-free travel jean made from a blend of organic cotton and recycled PET bottles.
The new Zero Cotton jeans will be available at select retailers in Fall 2019.