New Consciously Kind Denim
Denim is one of the most polluting sectors in the fashion industry, but seventy + mochi have found a way to produce it with minimal impact. We love their approach - protecting the environment and their team whilst producing quality, durable denim that looks great – and we’re excited to launch their new collection in store this week.
seventy + mochi make their beautiful denim in their own factory, where they use proprietary techniques to eliminate wastewater from the dyeing and finishing processes. They work with recycled cotton, which is repurposed from cotton waste that would otherwise go to landfill. Using recycled cotton means they save 98% of the energy and 100% of the water consumed in the farming of conventional cotton. This equates to 8 full baths of water saved per pair of jeans!
Most jeans contain an element of elastane for stretch, making them harder to dispose of because elastane is traditionally made from plastics that can’t be separated from the cotton, so the denim will end up in landfill. seventy + mochi only use eco-made elastane and roica, which are premium degradable stretch yarns that are kinder on the environment and use less harmful chemicals in their production.
The dye used in mass-produced jeans is often full of dangerous chemicals that are harmful to the people who dye the denim. The dye is also often dumped untreated into water systems. Distressed jeans are sand blasted or rubbed with pumice stones, endangering the lungs of the makers, and then treated with toxic chemicals, and all this waste also ends up in the water. seventy + mochi use laser machines for fades and rips, ensuring worker’s safety, and ozone machines instead of toxic chemicals. And no nasties are dumped in the water during the process.