For the fall season, Madewell is introducing what it calls its most eco-friendly jeans yet as part of its Eco Collection.
The new sustainable denim styles that have been unveiled are made with reduced water and other resources, as well as a product called Kitotex, which makes the most of by-products of the food industry, such as discarded shrimp and lobster shells. This unique product may be used to dye textiles, as the exoskeleton on a crustacean contains a fiber that is beneficial for binding dyes to fabric—as a result, this helps to eliminate the need to use chemicals in its place. In all, Madewell’s Eco Collection is said to use 65% fewer chemicals and 75% less water.
Some of the sustainable styles that Madewell is introducing for the autumn season include jean jackets, overalls and denim pants.