Icon Denim LA is celebrating Earth Month with expanded organic cotton offerings.
The one-stop denim shop, favored by the likes of Gigi Hadid and Justin Bieber, dropped its first 100 percent organic cotton denim capsule last summer.
New styles include the Amber Eco, a women’s cropped button-down shirt; the Dani Eco, a men’s short-sleeve denim shirt; and the Louis Eco, a men’s jean short.
“While these models are already part of our main collection, they officially join the Eco range in Spring/Summer 2025,” Lucio Mauro, Icon Denim’s creative director and owner, told SJ Denim. “Our commitment to a more sustainable future is strong, and we certainly plan to continue growing our Eco collection in the seasons to come.”
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As each piece in the Eco collection is made entirely with organic cotton, Mauro confirmed, the brand furthered its support for sustainable farming practices and ethical manufacturing habits.
“Our production facilities are audited according to SMETA standards, which confirms our commitment to both social and environmental responsibility,” said Mauro. “This certification reflects our ongoing efforts to operate with transparency, integrity and in alignment with the highest ethical benchmarks.”
To that end, Icon’s denim laundry is ZDHC-certified, Mauro said, highlighting the “effective treatment of wastewater” as a “crucial component” of the certification. Icon Denim also implemented “state-of-the-art” ozone and laser technologies in its denim finishing processes.
“Ozone machines use natural gas to fade denim without chemicals, significantly reducing water usage and energy consumption while minimizing carbon dioxide emissions,” said Mauro. “Similarly, laser treatments allow us to create washed effects and finishes without any harmful chemicals—ultimately, contributing to lower water usage and a smaller carbon footprint.”
The Eco collection compliments Icon Denim LA’s S/S ’25 collection. Described as capturing the essence of a bygone era—intended to “evoke the elegance of the past” while satisfying the needs of today—spring styles tap into the quiet luxury aesthetic. The collection channeled cues from the old money playbook for its “understated elegance, timeless silhouettes and refined simplicity,” per Mauro.
“This inspiration felt particularly aligned with our vision to create denim that’s not only sustainable but also enduring in style.” he continued. “Similar to denim itself—an essential that transcends trends—the aesthetic celebrates clean, elevated design that is classic and current.”
Another notable feature lies in the color choice: what Mauro referred to as “refined” white, as the shade’s inclusion stemmed from a desire to offer pieces evocative of purity, serenity and sophistication.
“In particular, white denim brings freshness to the collection and emphasizes the clean, timeless aesthetic at the heart of the old money inspiration; the refined white hue allows for greater versatility, a staple for spring and summer,” said Mauro.
