Stronger Cotton. Less Water. Garments you can recycle. Made with workers' well-being in mind.
While designing the very first Outerknown collection, Kelly looked at John and said, “We’re never doing denim.” He had a point. Two billion pairs of jeans are produced every year, each requiring almost 2,000 gallons of water to produce, not to mention the chemicals dyeing rivers around the world an alarming shade of blue. The message was clear: the old way of making jeans didn’t measure up to our sustainable standards.
But where there’s a will there’s a way and as John looked down at his vintage Levi’s® trucker jacket and thought of that soulful connection he’s always had with denim, a seed was planted. There had to be a better way to craft denim consciously.
Meanwhile, a similar seed was being planted in one of the world’s most recognizable denim brands. Levi Strauss & Co®, has long been championing sustainable practices and in 2015 launched Levi’s® Wellthread™ Collection, a revolutionary way of making denim using Waterless dyeing technology, which uses up to 70% less water compared with conventional indigo dying, and is centered around a single-fiber cotton designed for maximum recyclability.
With both companies working toward a singular purpose, a partnership seemed inevitable. Today we’re proud to present the fruits of that partnership. As brands, as friends, as people, we’re creating our favorite clothes in a sustainable way that benefits, not just us, but the entire planet.