Icon Denim LA has unveiled its inaugural collection of 100% organic cotton denim for both men and women. The Eco Denim Capsule includes the Noa Eco, a unisex oversized shirt; the women’s Poppy Eco, a wide-leg jean with cutouts; the women’s high-rise regular fit jean; the men’s loose Josh Eco jean; and the men’s baggy Kanye jean.

Valy Vittoria, Icon’s head of communication, highlighted the growing consumer demand for eco-friendly products: “Consumers are more eco-conscious and are actively seeking brands that incorporate eco-friendly practices. This shift gives us a great opportunity to lead by example in the denim industry.”

Although Icon Denim has previously incorporated organic cotton and blends in its products, Vittoria emphasized that the Eco Denim Capsule reinforces the brand’s mission to merge fashion with sustainability. The brand collaborated with several suppliers renowned for their dedication to sustainability and high-quality materials for the Eco Denim Capsule.