In addition to climate change, known to have a devastating effect on our planet, the decisions taken by manufacturers in the fashion sector also have a considerable impact.

Aware that it has become urgent to preserve our environment and that every action counts, we are committed to reducing our impact.

Thus, our production cycle is based on eco-responsible techniques in order to create durable, quality clothing while saving 90% water compared to traditional production methods.

Our manufacturing workshop, based in Dubai, is equipped with ultra-modern Jeanologia G2™ machines using Hydroless technology, which allows us to manufacture our products while saving 90% water compared to traditional processes.

The principle is as follows: the "faded/washed" effect of our denim fabric is obtained thanks to the use of laser, which burns the indigo pigments contained in the fabric.
The intensity is adjusted to obtain the desired denim shade, thus replacing the massive consumption of water and chemicals of traditional processes.

Energy and water consumption are then strictly controlled in order to minimize the impact on the environment. Each denim pants manufactured receives a rating, which must imperatively respect our ambitions in terms of respect of the environment.

The four main criteria to establish this rating are: water consumption, energy consumption, use of chemical products, and the health of people working in our manufacturing workshops.