JASON DENHAM

(12) CCO AND FOUNDER, DENHAM

There has been an incredible transition during the last decade by every component that makes up a jean. The type of cotton we use, the dye stuff, the weaving methods, the waste-less technology and the efforts to preserve and recycle water. Not only fabric but also laundry, manufacturing, packaging and even PCR (post-consumer recycling). I have also said many times that denim jeans are the most sustainable and hard-wearing product on the planet. Jeans last a very long time and often have a second and third life, being passed on to friends, family or thrift stores. Denim gets better the more you wear it and it doesn't need washing every time you wear it; denim lovers love their jeans and they love to save water!