Outdoor apparel brand Patagonia has long been acclaimed for its environmental and human rights practices, and the SoCal label has shifted its focus to the filthy business of conventional denim, which typically involves the use of dangerous chemicals to grow cotton, and millions of gallons of waste water resulting from the dyeing process. Patagonia's new manufacturing techniques use dyestuffs that bond more easily to cotton, ultimately minimizing the impact to resources and the environment that accompany traditional indigo dyeing. Not only does Patagonia use 84% less water and 30% less energy, there's a 25% reduction in CO2 emissions versus conventional synthetic indigo denim dyeing. All Patagonia denim is made with organic cotton grown without chemical/synthetic fertilizers, poisonous pesticides or herbicides. Additionally, Patagonia Denim is Fair Trade Certified for sewing, reflecting the company's commitment to improving factory workers' lives.
Available in three different silhouettes -- regular, straight and performance straight -- the new denim collection is available now directly from Patagonia.