Moreover, with our long-standing partners in Italy we have developed an eco-friendly denim line that is not only stylish, but also protects the environment. The production of A BETTER BLUE jeans saves significant amounts of water, energy and chemicals. Since 2018, we have been working tirelessly to make our A BETTER BLUE jean even more sustainable.

For our BETTER BLUE programmes, the focus is on our washing. For this purpose our laundries work with Jeanologia’s EIM score process. EIM stands for Environmental Impact Measurement and this innovative process gives a valid and comparable rating system, which helps us to use less water, energy and chemicals in the colour and washing process.

With the help of the EIM Score, it is possible to make sustainability measurable in the finishing process. This is how the EIM Score assesses the environmental influences that come into play during industrial laundry. The result is displayed via a traffic light system and the assessment is carried out in the categories of water, energy and chemicals, with the effects clearly classified in green, orange and red.

When evaluating, the occupational health and safety of the employees is also included in the score.

Our requirement is that our trousers are labelled green and therefore, the best EIM score. A BETTER BLUE also includes other criteria with at least two of which must be achieved. We therefore follow a three-pillar programme:

Sustainable Materials

• Regenerative Cotton
• ROICATM V550 / Elastane
• Recycled Cotton
• Organic Cotton
• Recycled Elastane / Polyester

Sustainable Dyeing Methods

• Pre-reduced indigo
• Easy-to-fade
• Kitotex®
• Vegetal sizing
• Smart Indigo®

Sustainable Washing Techniques

• Laser
• Ozon
• Environmentally friendly oxidising agents
• Bio-Enzyme
• Eco-Stone