The Copenhagen-based menswear brand, Les Deux, is going to launch a sustainable denim collection. The iconic menswear company has been producing timeless designs and prioritizing superb workmanship for decades, and now they're ready to take on denim for the first time. Les Deux is introducing a selection of silhouettes and washes, all of which have been crafted with the utmost consideration for the environment.

Mathias Jensen; Creative Director at Les Deux, said that denim is something we all wear, and everyone has an opinion on the correct fit. Developing their fitting has been a long journey for them, but he is extremely confident that they have arrived at the appropriate place.”

Les Deux, now in its tenth year, has established itself as a major menswear brand in Europe, with over 800 outlets throughout the continent. The Scandinavian label is on an exciting journey, both as a fashion trailblazer and as a sustainability pioneer. This is also why the company has teamed up with one of the world's most renowned and environmentally friendly denim mills.

The fashion industry's environmental effect has become evident, with traditional denim manufacture being one of the worst offenders. The environmental impact may be substantially decreased through innovating on fiber and water usage, garment manufacturing, and logistics. With new procedures, the plant in Laos has made significant progress and is now one of the most highly regarded more sustainable denim production settings.

This implies that the plant may recycle up to 80% of the water it uses in its operations. Les Deux and its partners have reduced the environmental effect of their denim production by about 75% by implementing a strict energy policy that favors renewable sources and a full prohibition on hazardous chemicals. Water waste is reduced, energy consumption is reduced, and pesticides are not used.

Les Deux jeans will be available in three styles for this capsule: Reed Slim Fit, Russell Regular Fit, and Richard Straight Fit, all in five classic washes. Les Deux has designed a denim style for each occasion, inspired by legendary denim moments from fashion history.

Mathias Jensen explains that to color the yarns for their denim, they exclusively use pure natural indigo and a traditional dying method called “rope dyeing,” which is carried out by Japanese technicians. They feel there is something lovely in the confluence of technology and craftsmanship," referring to the revered tradition of indigo-dying.