This denim brand favored by celebrities like Gigi Hadid, Justin Bieber and Rosalia is taking another step toward sustainability.
Icon Denim LA recently launched its first 100 percent organic cotton denim collection for men and women. Styles in the Eco Denim Capsule include the Noa Eco, a unisex oversized shirt; the women’s Poppy Eco, a wide-leg jean with cutouts; the women’s high rise regular fit jean; the men’s loose Josh Eco jean; and the men’s baggy Kanye jean.
“Consumers are more eco-conscious and are actively seeking brands that incorporate eco-friendly practices. This shift gives us a great opportunity to lead by example in the denim industry,” said Valy Vittoria, Icon’s head of communication.
Though the brand has used organic cotton and blends in previous products, Vittoria said the Eco Denim Capsule underscores the brand’s mission to combine fashion and sustainability. “Our commitment to sustainability has always the first priority, and using organic materials is a significant part of our ongoing efforts to reduce the environmental impact on the planet,” she said.
“For our Eco pieces we partnered with several esteemed suppliers known for their strong commitment to sustainability and high-quality materials. Their dedication to eco-friendly practices perfectly aligns with our vision and brand’s objectives,” she added.
The brand has been making inroads to become more sustainable. Icon Denim’s laundry is certified under the ZDHC program, aiming to eliminate hazardous chemical releases. It uses ozone and laser machine finishing processes that significantly reduce water and chemical usage.
The brand also follows production processes that meet Sedex Members Ethical Trade Audit (SMETA) criteria. “This globally respected certification underscores our dedication to maintaining safe working conditions, ethical business practices, and responsible supply chain management,” the brand stated.
The Eco Denim Capsule is available now on Icon Denim’s website and retails for $190-$255.
Source: https://sourcingjournal.com/