Blue Belief - our responsible Low Impact denim programme

Our Low Impact denim programme, Blue Belief, is a complete collection made from responsibly sourced, high-quality materials. These materials include GOTS certified organic cotton, natural hemp, and GRS certified recycled cotton derived from post-consumer waste.

Blue Belief is made strictly using Low Impact technology, which allows us to produce with up to 75% less water, energy, and chemicals compared to traditional denim manufacturing. In addition, 97% of the water used is recycled back into the production process limiting the use of freshwater.

Our denim is scored using the Environmental Impact Measurement (EIM) system, and washes must classify as Low Impact to be eligible for the collection.

Head to our Blue Belief fact sheet for a full tour of our Low Impact innovations and explore the collection here.