Los Angeles-based premium denim brand, Frame, has unveiled PURE, a new 10-piece denim collection made using virtually no water, marking the brand’s next step in its commitment to sustainability.
PURE was created in collaboration with SAITEX USA, which is said to be one of the world’s cleanest denim manufacturers in the world, utilizing only eco-friendly, liquid-based finishing agents and sophisticated lasers.
Denim uses up to 80 liters of water for every garment in the traditional method. PURE’s unique closed system, on the other hand, requires 1.25 liters, of which 98 % is recycled and 2 % is evaporated and utilised.
In addition, the PURE collection includes styles made from 100 percent biodegradable cotton fabric, as well as recycled paper, hang tags with QR codes that provide information on the collection’s impact, reducing the need for wasteful, disposable tags in the long run.
Each garment is cleaned responsibly utilizing cutting-edge machinery to eliminate traditional production techniques while adhering to FRAME’s “Four Pillars of Responsible Washing”: no bleach, potassium permanganate, or stone-washing.
Erik Torstensson, Co-Founder and Chief Creative Officer of FRAME, said that they’re thrilled to introduce a collection as imaginative as PURE. Conserving water, and thus saving energy, is another step on our journey to not just produce sustainably and responsibly, but also to aspire to be better global citizens.
PURE is a follow-up to the Ellen MacArthur Foundation’s (Bio) Degradable Jean and Circular Denim collection, which was created as part of and in accordance with the Ellen MacArthur Foundation’s Jean Redesign project, which aims to make denim not only more durable and recyclable but also more sustainable and fair for the environment and garment workers.
PURE is now available at frame-store.com and Selfridges, where a dedicated window for the line will be unveiled this week. In terms of fabric and wash, FRAME’s SS22 collection will contain 5 % PURE, 9 % degradable, and 53 % of styles that are sustainable.