The Denim PV Smart Wardrobe - May 2018

THE SMART WARDROBE Get a taste of responsibly sourced and manufactured clothing showcased last May at the Smart Square.

And you, are you ready to go greener?

MAY 23 & 24, 2018 Parc floral de Paris

THE SMART WARDROBE

WISER WASH® IS A REVOLUTIONARY TECHNIQUE THAT TURNS THE DENIM WASHING PROCESS INSIDE OUT

By solving the issue of adapting quality product to align w ith the ethical am bitions of m any w ithout com prom ise, any brand is able to m inim ise their im pact on the environm ent, m eet the obligation to their consum ers, and ease external pressures regarding denim production by dem onstrating a true change in practice.

W iser W ash® helps to m anage the process and m ake it achievable , allowing the brand to focus on creating great product.

The W iser W ash technique was born in Los Angeles, m aking it the hom etown of the first W iser W ash developm ent centre.

It is approved by Control Union , and exclusive to Pepe Jeans for the next 3 years.

PROCESS The Wiser Wash® process eliminates the use of pumice stones and toxic chemicals involved in traditional washing while still achieving beautiful abrasions bright contrasts seen in indigo denim with less than one cup of water.

WISER FOOTPRINT The Wiser Wash process drastically reduced the environmental impact of denim production.

• Water saved —80% • Pumic stones saved —100% • Hazardous chemical saved —100%

www.pepejeans.com/fr_fr/tru-blu

THE SMART WARDROBE

HNST & THE RECYCLED DENIM FIBRES HNST, pronounce as ‘honest’, is a brand new Antwerp(Belgium ) based label that launched its first denim collection last M arch. This collection, that consists of 8 different styles, does not only m ake your ass look fabulous, but is also m ade out of 56% recycled denim fibres, 21% Tencel® and 23% G reek cotton .

The recycled denim fibres w ere sourced from H N ST’s ‘tim e to harvest’ collecting cam paign the last two weeks of Septem ber, where m ore than 6000 pair of old denim s were collected in the Antwerp region.

The collection is designed according to circular econom y principles and the entire production process from fibre to jeans takes place in the EU in a radical transparent way. The fabric used for this first collection is also m ade available for other brands.

RENEWABLE AND REGENERATED MATERIALS • Denim fabric made out of 56% recycled denim, 23% Greek cotton, 21% Tencel® • Pocket fabric made out of 20% recycled white T-shirts, 60% cotton and 20% Tencel®

DESIGN FOR RECYCLING • Reusable and replaceable buttons • Back pocket label made out of FSC and GOTS certified jacron • Embroidered rivets • No unnecessary labels on the inside

letsbehonest.eu

THE SMART WARDROBE

DESIGN FOR RECYCLING • • • •

Reusable and replaceable buttons Back pocket label made out of FSC and GOTS certified jacron Embroidered rivets No unnecessary labels on the inside

DURABILITY • Re-enforced crotch • With every purchase customers receive a spray to refresh the jeans without having to put it in the laundry. This spray is made from probiotics and completely natural.

END OF LIFE When worn out, customers who return their jeans get a discount on a next purchase

MADE IN THE EU • • • •

Yarn made in Belgium Denim fabric made in Italy Pocket fabric made in The Netherlands Jeans made and finished in Italy

IMPACT • 5,6kg CO2 equivalent per jeans (calculated using the Modint Ecotool) • 1960 liters of water to produce 1 jeans of which 99% can be allocated to the 23% virgin cotton content of the denim fabric (calculated using the Modint Ecotool) • EIM score of the washings : all within the ‘low impact process’ category, • Every HNST jeans is carbon positive (in cooperation with WeForest)

letsbehonest.eu

THE SMART WARDROBE

Kuyichi Pure Goods is a Dutch denim brand founded in 2001 w ho w ants to m ake a positive im pact on the fashion industry .

After seeing the polluting cotton industry in Peru, Kuyichi started creating pure goods out of organic cotton. The m ost com m only worn product m ade of cotton is denim , so they started m aking organic jeans.

Kuyichi chooses their suppliers and sustainable m aterials with care.

By integrating new techniques and m aterials — like post consum er recycled fibres, they still position Since 2016 they took a new course. In the core Kuyichi is still the same, but they added other values to their brand.

All denims turned vegan by replacing the leather patches for jacron ones. In their opinion the future will be them selves as pioneers. determined by slow fashion over fast fashion, so they stopped a big seasonal collection.

Instead most of their collection consists of long lasting denims that will be available season after season. Their style conscious jeans have a clean look with signature details, like the hidden rivet at the back pocket.

Pure production, pure denim , pure goods. kuyichi.com

THE SMART WARDROBE

NICK CLASSIC BLUE It has a regular waist and is straight all the way down.

The fabric consists of 20% Post Consumer Recycled

Denim fibres from worn and collected jeans from Turkey.

CAREY GLORY BLUE It has a deep indigo color and minimal wash. The fabric consists of 20% Post Consumer Recycled Denim

fibres from worn and collected jeans from Turkey.

CERTIFICATION

The cotton is Turkey grown and GOTS certified.

The fabric has Organic Cotton Standard blended (OCS blended) and Global Recycling Standard (GRS) certification.

For the Wet processing the GOTS Restricted Substances List is maintained.

FABRIC COMPOSITION

79% GOTS organic cotton, 20% Post Consumer Recycled Denim, 1% Elastane

PRODUCTION CHAIN

Totally produced in Turkey ~ Fabric by Bossa

THE SMART WARDROBE

KAME DARK SHADOW

The wash impact of this denim is measured by EIM scoring - Environmental Impact Measurement – by Jeanologia.

This tool measures the impact during the Wet Processing on 4 issues: Water, Energy, Chemical and Worker impact.

It makes it possible to get insight in the effects of changing towards better chemicals, skipping steps or using other machinery like laser and ozone.

For the chemical impact the amount of chemicals is measured but also the toxicity of the used chemical.

EIM SCORING Average normal usage for a pair of jeans during wet processing : Water > 70 L/garment Energy > 1,5 kwh/garment Chemicals > 150 gr/garment

OLD EIM SCORE Water Impact > 15,0 L/garment Energy Impact > 1,32 kwh/garment Chemical Impact > 45 Worker Impact > 36 Total score = 42 (Medium impact)

NEW EIM SCORE Water Impact > 11,4 L/garment Energy Impact > 0,65 kwh/garment Chemical Impact > 14 Worker Impact > 17 Total score = 21 (Low impact)

We reduced the total wash impact by 50%, water by 24%, energy by 49%, chemical impact by 69% and worker impact by 52%.

If you compare the water and energy consumption to an average wash we reduced water by 84% and energy by 57%.

CERTIFICATION The garment is GOTS certified.

New EIM score is 21 (low impact score).

PRODUCTION CHAIN Production from fibre to garment

by Soorty (Pakistan).

FABRIC COMPOSITION 99% GOTS organic cotton, 1% Elastane

THE SMART WARDROBE

BLUE IS THE NEW GREEN

We believe in the possibility to reconcile uncompromised style, contemporary fit and products with a valuable heritage, together with a sustainable production process.

All of our products are made exclusively from vintage jeans handcrafted with the use of leftovers and surplus fabric.

They are entirely Made in Italy: all production processes are conducted within 50km from our headquarter.

Our target is zero-impact on the environment , therefore buttons, internal pockets, waist-belt and everything else involved in our work, down to our business cards are made with recycled or sustainable materials .

We do not process any sort of washing, so the colour of our jeans is exclusively the result of years of time and wear.

Nonetheless as a fashion brand, we are fascinated by the idea of a different, non-ordinary notion of beauty, based on the acceptance of imperfections as signs of uniqueness . For this reason our products are devoted to the Kintsugi, the art of repairing broken objects with gold, enriching their look and creating preciousness.

LEONIA CROPPED JEANS Leonia features regular waist and slim fit, relaxed on the leg and anklecropped with unseamed hems.

Distinctive darker contrast front band creates a supremely sensual pair of jeans.

TECLA CAPE Triangular sleeves open down to the waistline and raw-cut hems, original chest pocket flaps removed.

Redesigned from a vintage trucker jacket, Tecla is a collarless kimono-inspired cape with a relaxed fit.

blueofakind.com

THE SMART WARDROBE

THE EXCELLENCE OF ITALIAN SARTORIAL MEETS DIGITAL TECHNOLOGY Haikure is a sustainable luxury Italian denim brand with an eco-friendly approach.

H aikure w orks w ith organic m aterials such as natural cotton, w ool, linen and bam boo .

From its threads to its dye followed by packaging and labelling, environmental sustainability takes priority throughout the whole production process.

Haikure creates collections entirely made in Italy that aim to attract women and men looking for natural materials with an essential contemporary and minimalist twist. Haikure´s philosophy is to respect people and the planet, proposing a more contemporary lifestyle, where fashion and sustainability can coexist harmoniously — a quality driven product characterised by its technology and Italian sartorial skill.

To consolidate these values and their great desire for transparency, Haikure has chosen to expose the traceability of their garments by using QRCode technology. By simply downloading the sustainable app from the web and using a device with a camera — scanning the QRcode provides all the production information on each garment for a conscious free shopping.

Haikure has roots in the C & S company founded in 1981, a specialist in production of denim. C&S started by focusing on the consumer market, then — in 1989 — shifted its attention to trade. Far from relating to its clients as a mere supplier, it is actually an outstanding partner for all those brands which choose to trust its experience.

As a leading manufacturer of denim garments in Europe, C&S has become a pivotal point of reference also thanks to its unique approach oriented to sustainability and to the Made in Italy supply chain. Transparency is the guiding thread connecting all C&S departments.

In 2012 an advanced integrated tracking system was implemented, which allows for detailed monitoring of all garment manufacturing phases, from choices regarding raw materials to accessories, up to the complete final production.

FORMENTERA CROP COMFORT Model with Flare fit, medium waist, stretch fabric and crop is one of our best seller in the basic models of the Haikure pre-collection.

COMPOSITION — 91% COTTON 7% POLYESTER 2% ELASTANE

haikure.com/en

NEXT MEETINGS TO TALK ABOUT SUSTAINABILITY WITH PREMIÈRE VISION : PREM IÈRE VISIO N PARIS - THE SM ART SQ UARE

D EN IM PREM IÈRE VISIO N

W ednesday 19 – Friday 21, SEPT. 2018

W ednesday 5 & Thursday 6 DEC. 2018

Parc des expositions, Paris Nord Villepinte

The O ld Trum an Brewery, LO NDO N