GORDON GIERS

(13) CEO, CLOSED

Denim currently has big chances in terms of ecological improvements as there are innovations strong enough to really make a big step forward in terms of more sustainable jeans. At Closed we started our Eco Denim line ‘A Better Blue’ three seasons ago. By now, many of our denim competitors are also using sustainable fabric developments from Candiani or other mills. But we're doing the entire process, 360 degrees [in a sustainable way]. We are using fabrics from Candiani that are recycled or at least organic cotton. We’re sewing the line in Italy. And we are washing it, obviously, in Italy, with our long-term partner Everest. We've developed washing techniques that are outstanding and, I think, very unique. ‘A Better Blue’ jeans probably have the lowest possible impact on the environment.

We wanted to create a sustainable product that has the same aesthetic as the conventional jeans in our collection. So we tried really to get at least the same result in terms of the washings, in terms of the fabrics. They look the same but are so much more sustainable.