Maje’s First Stone is the French fashion label’s first eco-friendly and sustainable denim capsule collection
Jeans are just about everyone’s wardrobe staple, style and social status notwithstanding. They’re comfortable, easy to wear, and there are endless options to choose from, each differing in silhouette, cut, and pattern. Yet, the workhorse hides a dirty secret: studies revealed that each pair of jeans guzzles up to 7,600 litres of water from the growth of cotton and production of the denim fabric, to its assemblage into a garment. Moreover, the dyeing process releases huge amounts of chemicals and heavy metals into rivers and waterways. The creation of each denim item is also said to emit 20kg worth of greenhouse gases.
To lighten the load, Maje is taking first steps to reduce their environmental impact with First Stone, their first capsule collection to use only sustainably made denim. Employing new stone-wash techniques by textile technology company Jeanologia, Maje’s new denim products have been are made with 95% less water, 50% less chemicals, and 79% less energy.
Maje has also begun incorporating more eco-friendly materials such as recycled wool and organic cotton in their main collections, and is continuing the audit of their production processes to be as green as possible.
Maje’s First Stone collection will be available at The Shoppes at Marina Bay Sands boutique from November.
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