# Shrimp Shell-Dyed Denim
Madewell's Eco Collection Uses Less Water & Food Industry By-Products

By Laura McQuarrie | Published 2018-08-29 | Eco
Source: Trend Hunter, https://www.trendhunter.com/trends/eco-collection
References: [thecurrentdaily](https://thecurrentdaily.com/2018/08/29/madewell-launches-sustainable-denim-dyed-shrimp-shells/) & [madewell](https://www.madewell.com/inspo-style-brand-campaigns-fall-denim.html?intcmp=home_p0_tbd)

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.