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DEEN
50 years
Nature Denim.
Perfect Fit. Positive Impact.

The more you expect from your denim, the better. Because this collection will exceed your expectations. With casual, wide silhouettes, new summer-light material blends, and uncompromising sustainability. Because the innovative production of your new favorite denim saves water and protects the environment. For a double feel-good factor with every look.

The fit that's also good for the environment.

Sustainably made from natural fibers such as organic cotton: the perfect fit for every figure and every style.

How your denim makes a difference

More transparency

Working together as equals is very important to us. That's why we visit our partners regularly and develop new projects together. We are particularly proud that we know exactly what goes into every stage of production for each pair of jeans—something that is rare in the fashion industry. In addition, we have independent audits carried out to verify that our high social standards are being met.

Less water consumption

What many people don't know is that the production of a pair of conventional jeans consumes up to 7,000 liters of water. Much of this is needed to achieve the desired wash. That's why we work with two innovative laundries that recycle up to 80% of the wastewater by collecting and cleaning it after washing.

More environmentally friendly production

We also use more environmentally friendly processes for our jeans – to achieve the popular washes as sustainably as possible. This includes, for example, avoiding sandblasting or chlorine bleaching. We also check compliance with our specifications through regular tests in external laboratories.

All fits at a glance.

Perfect fit. Conscious choice.

Relaxed fit: MADS jeans

  • Fit: loose with a deep crotch

  • Material: organic cotton with/without stretch

  • Waist height: Mid Rise

  • Length: 30 inches / 32 inches / 34 inches

Regular fit: BEN jeans

  • Fit: Straight leg

  • Material: Organic cotton with elastane

  • Waist height: Mid Rise

  • Length: 30 inches / 32 inches / 34 inches

Slim fit: JASPER jeans

  • Fit: Slim leg

  • Material: Organic cotton with stretch

  • Waist height: Mid Rise

  • Length: 30 inches / 32 inches / 34 inches

This is how circular fashion works – BetterRecycling

Working together for a sustainable fashion cycle: The new BetterRecycling denim collection is not only made from sustainably produced organic cotton. It also contains up to 20% cut-off waste from our production. Denim doesn't get any more environmentally friendly than this. In favorite styles for every type.

How is your Nature Denim made?

Many of our certified denims are made from organic cotton by our partner WicMic, e.g. most of the washes in the BEN, OLE, and MADS fits. These are cut, manufactured, and washed using innovative, environmentally friendly processes. And that's without harmful chemicals or sandblasting, but with state-of-the-art laser technology and oxygen-based bleaching.