Find out all about AND/OR’s sustainable, desirable new denim
With a focus on sustainable production and an improved fit, AND/OR’s brand-new denim collection is not to be missed
Well-fitting, covetable jeans shouldn’t cost the earth – and the good news is that now they don’t. For AW19, 80% of our in-house brand AND/OR’s collection is sustainably produced and comes in desirable new shapes.
‘We’re really proud of what we’ve produced,’ says Lauren Jolly, Partner & Buyer, AND/OR. ‘We wanted to do more for the planet and as these opportunities have grown, we’ve chased them.’
What that means is using organic cotton, recycled polyester and Lycra over other fibres. Then, the revolutionary EMI software (Environmental Impact Measurement) by Spanish company Jeanologia is used to calculate the impact of each garment – both on the environment as well as on workers’ health. The amount of water, electricity and chemicals used to produce a pair of jeans is measured to grade an item. The majority of AND/OR’s pieces are graded low-impact, with just a handful medium-impact. In the interest of transparency, all of this information is relayed on the swing tag of every pair of jeans, providing at-a-glance knowledge for the customer.
This newly considered approach to production provided a good opportunity to refresh the range’s shapes and colourways. New styles include the Hollywood High Tie (main image), a directional barrel leg with a paperbag waist, and the Malibu Mini Boot, a contemporary take on the classic bootcut. Lauren’s personal favourite is the High Sierra Straight, the first high-waisted silhouette to feature in the range.
The style names take their cue from Los Angeles – the denim capital of the world – where the washes are devised. Industry expert Caroline Calvin works exclusively with the brand to create unique hues. New for autumn are shades such as Moonshadow, a greyed-off black, and Lapis, a dark wash. Once the perfect shade is achieved, her ‘recipes’ are sent to the factory where the jeans are made.
The added bonus of the denim’s new composition is that it gives excellent stretch and means the jeans recover their shape wear after wear. By summer 2020, AND/OR’s entire collection of denim will be sustainably produced. ‘I’m really excited,’ concludes Lauren – and rightly so.
