DENVER, COLO. - JANUARY 23, 2018
reDEW, the newly established sustainable Swedish denim brand, introduces a new denim concept collection: Zero Cotton. The concept will debut in the United States at the 2018 Outdoor Retailer + Snow Show in Denver, Colo.
According to the World Wildlife Fund (WWF), it can take more than 5,000 gallons of water to produce 1kg of cotton; equivalent to a single T-shirt and pair of jeans. Together with ISKO™, a trailblazer in the denim industry with sustainability at its core, reDEW has created a Zero Cotton fabric that looks, feels and wears like the highest quality denim on the market, but without the environmental impacts of cotton farming.
reDEW’s Zero Cotton denim is made using 100-percent renewable fibers composed of the bio-based material viscose, lyocell and modal that comes from trees, in a mix with post-consumer (recycled) polyester and lycra. “By 2050 it is estimated that only 50-percent of the demand for cotton will be met,” states reDEW co-founder, Peter Lantz. “The apparel industry must identify other sustainable solutions to fill the gap as the market for textile materials continues to rapidly increase. Fortunately there is a new positive discourse around biomaterials when produced in a responsible way, and a commitment to implement solutions towards a more sustainable fashion industry."
There is also a paradigm shift from the traditional linear economy — make, use, dispose — toward a circular economy, which values reduction, reuse and recycling or regenerating products and materials. Brands like reDEW are working to re-formulate goals and production processes into a new fashion model. For example, viscose is often used as a mono-material which is a fundamental advantage for a future circular economy.
It’s not just the material that's sustainable, but also the business model. In addition to using 80-percent less water and chemicals, and 50-percent less energy in the dyeing, pre-treatment and manufacturing processes, reDEW donates 25-percent of profits annually to international wildlife conservation through the reDEW Earth Prize. The brand just announced the second annual 2017 Earth Prize recipient — Painted Dogs Conservation — at a ceremony in Sweden on 10 Dec 2017. 250,000 Swedish krona — about $28,000 U.S. dollars — was awarded to protect this endangered species.
“We need to build honest businesses that are responsible, open, transparent and give something back,” adds reDEW co-founder, Anders Haglund. “We are transparent about what we do and how we do it because the more brands innovate and implement sustainable manufacturing techniques, the better for everyone and the planet.”
reDEW co-founders, Peter Lantz and Anders Haglund call this the ‘open book’. Rather than secrecy, the brand is committed to share what they do in terms of sourcing raw material and where they do it. Inspired by brands such as Tesla and others leading this charge, reDEW is committed to share every detail in regards to production and technical innovation. With the motto ‘Never on Sale’, reDEW is at the forefront of creating more sustainable consumer behavior patterns and a growing responsibility to future generations in general.
The first generation of Zero Cotton denim shorts for women will debut at retail late Spring 2018, while the second generation of Zero Cotton, including denim jeans for men and women, is currently being tested and developed for Fall 2018.
Visit reDEW at the 2018 Outdoor Retailer + Snow Show in the Venture Out Zone, booth # VO329 to learn more.
Based on a will to change the way business is done today, reDEW uses the best jeans on earth as a tool to prove that change is possible. On the product side, reDEW is firstly about style, using technology to raise the bar of what’s possible in denim. reDEW Labs conducts research and development by closely collaborating with leading suppliers, manufacturers and creatives who are also committed to style, technology and sustainability. More than just jeans, reDEW is denim with a mission. reDEW donates 25-percent of profits annually to international wildlife conservation through the reDEW Foundation and the reDEW Earth Prize. Please visit redew8.com to learn more.