Shopping for Denim

When shopping for denim, consumers have the ability to make conscious decisions in regard to what garments they purchase and which retailers/companies they support. Consumers hold the power, with their purchasing decisions impacting market demand and can alter what garments, in what quantities, and at which rate they are being produced by manufacturers. Denim is inherently a slow fashion item, one that should be worn for years and only gets better the more you wear it. Researching the social and environmental sustainability of firms, as well as purchasing exclusively from these companies on fewer occasion cans determine whether denim has an environmentally and human-friendly future.

Caring for Denim

Denim can be highly durable and can last a lifetime. The longevity of denim decreases due to the chosen resource-intensive after-care. The greatest environmental impact of denim derives from the home washing and drying by consumers. Consumers frequently over-wash their clothes, contributing to 37% of the denim apparels carbon impact, as well as degrading their strength. This increases the environmental impact of denim apparel, and it also shortens their longevity and increases the necessity to purchase denim more frequently. Individuals who wash their denim apparel with cold water, line dry, and minimise their washing to every 10 wears instead of every 2 have the ability to reduce water and energy consumption by 80%.

If you no longer want to wear your denim item, do not throw away your denim apparel. Resell it, donate it or repurpose it. Adequate consumer care will result in the item retaining its durability, allowing it to be recycled and fueling the shift away from linear production chains towards circular life cycles of products.