Frame launches denim collection that is made practically without water.

As part of its ongoing commitment to sustainable and responsible behavior, the American denim brand Frame has launched a new sustainable collection called ‘Pure’ that features washing products that are practically waterproof in their production. Do not use

The 10-piece pure denim collection, developed with Saitex USA, one of the cleanest denim manufacturers in the world, uses production methods that do not use water in wash production, only eco-friendly. , Liquid-based finishing agents and sophisticated lasers.

Traditional denim wastes 80 liters of water per garment, in contrast, Pure’s unique closed system uses 1.25 liters of water, of which 98% is recycled and 2% is recycled.

In addition, the net collection is also crafted with minimal effect, including styles made from 100% biodegradable cotton fabric, as well as recycled paper hang tags with QR codes, about the effects of the combination. With the information, finally in the process of elimination. Excessive, disposable tags required.

After the ‘four pillars of responsible washing’ of the frame, every garment is also washed responsibly, with no bleach, no potassium permanganate, no stone washing, while the use of modern machinery to eliminate the traditional production techniques. to use.

Commenting on the Pure Collection, Frame’s co-founder and chief creative officer, Eric Torstensen, said in a statement: “We are proud to introduce a pure, innovative combination. There is another step on this path that we are taking not only to produce sustainably and responsibly, but also to strive to become better global citizens. “

The Pure Denim Range is the latest durable collection of frames and accounts for 5% of the brand’s Spring / Summer 2022 collection, while the remaining 9% is degradable and 53% styles consist of durable fabrics and washes.

The pure set of frames is available on and Selfridges, with prices starting at 26 265.

Leave a Comment