We all have at least one pair of jeans in the closet. They are the wardrobe staple. Denim jeans have been around for more than a century and, at the start, they were built to last; meant for laborers because they could stand up to tough working conditions. Now, after 150 years, they are for everybody and you can find them in countless styles, colors, and levels of deconstruction – and today they don’t last nearly as long as their original counterparts.
The Ellen MacArthur Foundation intends to shake up the denim industry by asking clothing companies to sign on to their Jeans Redesign Guidelines. These standards will move jeans into a more sustainable, circular cycle so they are designed to "withstand at least 30 washes" and can be "easily disassembled for recycling."
To get companies to sign on, pressure from conscientious consumers, like you, is crucial for the economic need for more sustainable options to be evident. More durable, environmentally viable jeans will be available in the near future. We know that trends recycle themselves so wouldn’t it be great if your denim wardrobe staple lasted through the next 30-year cycle? I could be wearing my 80's stone-washed jeans right now. Rock on!