The eternal denim dilemma – friend or foe of the planet?

Jeans. We all wear them. Most of us love them. And some of us – let’s say the ones with exceptional taste – refuse to travel without a denim jacket (yes, I’m looking at me).

It’s timeless, practical, and has that “I didn’t try too hard but still look fabulous” vibe. But… how sustainable is denim really?

Let’s take a walk down memory lane (preferably in comfy sneakers and a vintage Levi’s).

A Short History of Denim (Hold the Lecture)

Denim was born in the 17th century, allegedly in Nîmes, France (hence “de Nîmes” – clever, non?). But it really hit its stride in the 1850s California Gold Rush, when Levi Strauss created trousers tough enough for miners to dig gold and climb dreams.

From workers’ wear to Marlon Brando’s bad-boy look, from 80s acid-wash disasters to 90s Calvin Klein ads – denim has seen things. And yet, it remains effortlessly cool.

But What’s the Environmental Cost of Cool?

Well, here’s where things get… unwashed.

It takes 7,000 to 10,000 litres of water to make one single pair of jeans. That’s about 10 years’ worth of drinking water. The dyeing process? Often chemical-heavy and water-polluting. Add in pesticides (unless it’s organic cotton), sandblasting, stretch-fabrics with microplastics – and we’re not exactly saving the planet in skinny jeans.

So… Should We All Ditch Denim?

Not quite. Like most things in life (and in fashion), it’s not about what you wear – it’s about how you wear it.

Denim can absolutely be part of a sustainable wardrobe if you:

Treat Your Jeans Like a Relationship, Not a Fling

💙 Buy smart:

Choose fewer, better pieces. Vintage, secondhand, or sustainably produced jeans made with organic cotton and responsible dyes are a great place to start.

💙 Wash less (or… not at all):

I haven’t washed my denim jacket in years. And guess what? It’s still fabulous. Hang it outside, give it some fresh air, maybe a steam.

Your nose (and the planet) will thank you.

💙 Repair. Patch. Personalise.

Rip in your jeans? That’s not a flaw – it’s potential. Add embroidery, a patch, or a story. Fashion with soul.

💙 Avoid stretch unless you really need it:

Those elastane blends might feel comfy, but they shed microplastics with every wash.

💙 Be loyal:

Fast fashion wants you to think jeans are disposable. They’re not. A good pair can stay with you for years – through trips, transformations, even (gasp) trends.

The Denim Bottom Line

Denim isn’t the enemy. Mindless denim is.

So wear your favourite jeans jacket proudly – the one that’s been to five countries, two music festivals, and one very memorable dinner in Paris. Air it. Love it. Don’t wash it unless something spills (and even then, spot clean, darling).

Sustainability starts with small choices. Like choosing to cherish what you already have.

💬 What’s your denim story?

Do you have a piece that’s followed you through life’s chapters? Or a vintage gem with character? I’d love to hear!