Premium and sustainable going finally together?
50% less water, 75% organic cotton, 12% recycled material…
Does the consumer really care? Are these numbers real? What is the science behind?
Brands might need new “green marketing stories”, but Denim mills and laundries went out of control lately.
We guess the common goal is to make a better product, more social responsible and nicer too if possible.
The real issue is that we find way more marketing and too many hand-tags than real sustainability.
The worse comes when you look at random brands having their own little “green line”.
A green leaf is there to make them look good, at least on paper, but they probably do not realize they are generating extra confusion because if that is the “green line”,
what about the rest?
Take the car industry.
Technology keeps going in one direction: smaller consumptions, longevity, hybrid and finally electric.
Efficiency for a better future.
Simple, isn’t it?
Think for a second of Mercedes or BMW or any other decent car developing a new engine which is less efficient than its own previous version.
Denim sustainable technologies are pretty far from “hybrid”, “electric” or “solar” revolutionary strength.
We know that, but we are not really asking for that.
We can find interesting cases of “less is more”, of “smaller consumption” and even “longevity”,
but it is no surprise a good pair of Jeans shall be forever anyways.
Real sustainable improvements shall be proved with tangible scientific datas and they shall be presented to the consumer in the smartest comprehensible way.
This is the key to unlock a new Premium Era, where everyone can access the care behind a pair of Jeans, its origin, the making of, the contents.
So please, mills, laundries and brands come up with science and tell us more than just “the green leaf”.
Axel & Victor