US fashion brand Frame Denim has recently launched a circular denim capsule collection, as part of the Ellen US fashion brand Frame Denim has recently launched a circular denim capsule collection, as part of the Ellen MacArthur Foundation’s Jeans Redesign project. This initiative is Frame denim’s latest step in the last 2 years placed on integrating more sustainability into its products and operations.
The new circular denim collection includes two pairs of jeans priced at $258 and an oversized jacket for $378. Made according to the Jeans Redesign’s “stringent requirements,” each piece features 100% cotton, post-consumer recycled materials, and easy to remove metal hardware.
“Frame has outlined the “Four Pillars of Responsible Washing,” defining its production standards for sustainable denim. By 2022, 80% of the brand’s products will be “sustainably made,” said Jens Grede, co-founder of Frame said, “We’re not perfect; we can do better. And it’s important for our people to do the right thing and to have something to work toward.”
“In a circular economy for fashion, products are used more, are made to be made again, and are made from safe and renewable or recycled materials,” said Laura Balmond, who heads up Make Fashion Circular at the Ellen MacArthur Foundation.
Launched in 2010, the Ellen MacArthur Foundation charity works to accelerate the transition to a circular economy. Its Jeans Redesign project, launched in 2019, is aimed at educating brands and, in turn, eliminating the harmful processes often involved in denim production. On the other hand, Frame has been working to clean up the production of products in each of its four core categories: denim, leather, cotton, and cashmere. In 2019, it launched a sustainable denim collection using 85% less water than the industry standard, as well as recycled cotton and post-consumer recycled bottles. The Frame has said it intends to apply its learnings to future collections and has pledged to make 80% of its apparel ‘sustainably’ by 2022.