A colossal pair of jeans measuring 133×130 greeted attendees at the Munich-based trade show Bluezone, aptly named "The Biggest Sustainable Jeans." This towering spectacle, a collaboration between Turkish denim mill Orta and Wouter Munnichs, founder of Long John, symbolizes denim's rich heritage and sustainable future.

Inspired by the grand displays of denim brands like Levi’s, Wrangler, and Lee in the 1920s, Wouter Munnichs conceived the idea to create the "biggest sustainable jeans." These larger-than-life ads were iconic promotional tools at events such as rodeos, reminiscent of the towering Levi’s display ad from the 1940s recently auctioned for $15,600.

At Bluezone, amidst a sea of blue fabrics, the colossal jeans captured attendees' attention, with many snapping photos and videos with the towering denim creation. Crafted from Orta's new sustainable denim, 4853A, in a gray-blue indigo shade dubbed Steel Blue, the jeans weigh 10.6 oz. and consist of 80% BCI cotton and 20% post-consumer recycled cotton.

The design of the jeans pays homage to the durable workwear of the 1850 Gold Rush era, featuring elements reminiscent of miner's jeans, including a single back pocket, cinch back, suspender buttons, and a crotch rivet, crafted by trims manufacturer YKK.

Neslihan Sebla Önder, Orta’s sustainability and marketing manager, emphasized the intention to upcycle the giant jeans into new products after its display at various industry events. Önder and Munnichs hinted at involving the Guinness World Records in future endeavors, indicating their commitment to innovation and sustainability in the denim industry.