Dutch fashion retailer, C&A, has released the first drop of their new "Forever Denim" collection, which is created in Europe.

As part of its first C&A FIT (Factory for Innovation in Textiles) project, the company announced plans to construct a new production plant in Monchengladbach, Germany, around a year ago.

The new "Forever Denim" collection intends to provide a more sustainable denim collection that may appeal to a wide range of clients. It comprises six different designs – three for men and three for women – in a variety of blue tones, such as light, mid, and dark tones.

The women's collection includes two straight fits and a flared jeans shape, while the men's collection includes straight and tapered variants.

Starting on March 24, 2022, the first drop of the "Forever Denim" jeans will be available only online at www.c-and-a.com for €59.99. A second drop of the collection is scheduled for August 2022, with a larger selection of denim in various forms and colors accessible online and in select retailers.

These jeans are produced according to a carbon zero process with materials sourced from all across Europe, including GOTS or OCS certified bio cotton denim from Candiani Denim in Italy.

C&A FIT also hopes to contribute to the development of a more digital and sustainable textile manufacturing and supply chain by bridging the gap between digitization and automation and more sustainable production methods.

The new manufacturing facility employs modern digital manufacturing techniques and uses carbon-zero electricity, as well as renewable energy sources such as wind and solar.

Despite the fact that jeans production is often linked with excessive water usage, C&A FIT uses innovative technology and new processes such as ozone, laser, and nebulization to reduce water consumption from the industry's normal 70 liters per item to an average of 10 liters per piece. C&A only utilizes GOTS-certified chemicals/additives in the laundry process to promote even more sustainability.

The plan to build C&A's own jeans factory in the heart of Europe is a step toward assisting the company in producing according to increasingly sustainable criteria, and it is one of a number of goals the chain hopes to fulfill by 2028. It aspires to extend the life of seven out of ten items by changes in the way they are designed, manufactured, and re-used. By the same year, it plans to source 100 percent of its core materials more sustainably, target plastic pollution elimination, and replace 50 percent of single-use plastics in its stores, online stores, and supply chain with sustainable alternatives.