The denim industry is ramping up sustainability efforts, from using recycled materials to innovative laundry techniques that save water. But Swedish-based brand Weftside is taking a different approach to reducing denim’s impact.
Weftside takes its name from the back side of a denim weave, which is hidden from view but which dictates a lot of the quality and feel of jeans. During the latest episode of Lenzing’s Blue Cast podcast, the brand’s founders Titti Andersson, Jon-Ivar Unsgaard and Johan Lindstedt explained that Weftside is focused on quality over quantity, producing just three basic fits (tight, regular and loose) in three different colors (indigo, black and chalk). The idea is producing jeans that have longevity in consumers’ closets because of timeless shapes and durable construction.
Read more on Carved in Blue.
This article is one of a series on Rivet from Lenzing’s Carved in Blue denim blog. From conversations with the experts behind the mills that make some of the world’s most-wanted denim to the global brands bringing novel denim made with TENCEL™ Lyocell and Modal to the market, Carved in Blue shares the stories of those whose roots run deep with denim. Visit www.carvedinblue.tencel.com.
