Are eco-friendly jeans really possible?

The most popular product in the world and a must-have in any wardrobe, jeans are a timeless piece that continues to be one of the textile industry's best sellers . And for good reason: every year in France alone it is estimated that 63 million copies of this indigo fabric* are sold, which is nevertheless regularly singled out as one of the most polluting items in the world . An icon of the fast fashion industry, jeans, like many clothes, represent an ecological disaster . We therefore wonder what the ecological impact of jeans is in France and internationally. We offer you tips to encourage the purchase of eco-responsible jeans, we explain how to find eco-responsible jeans or alternatives .

The denim industry: a revolution

The impact of jeans on the environment

7,000 to 10,000 liters of water *: this is the staggering quantity needed to make a pair of jeans. Add to that a slew of highly toxic chemicals, low-cost manufacturing on the other side of the planet which requires an average of 65,000 km of travel before reaching the hands of the final consumer.*

All this leads to one of the most polluting products on our planet . While the fashion industry, and more particularly fast fashion, is often singled out as one of the most energy-intensive industries.* These criticisms are crystallized by their bad student: jeans.

Remember that the fashion industry is the second most polluting industry in the world after the oil industry. In addition, its production requires almost 4% of the drinking water available on our planet, which is considerable. Finally, fast fashion is also a scourge for underpaid workers exploited by the largest and smallest brands in this industry.

Towards more ecological fashion?

Fortunately, many consumers no longer hesitate to voice their discontent and demand the creation of jeans that are more respectful of our environment, and brands are hearing them.

For more than ten years, start-ups have begun to emerge, emphasizing production techniques that are more respectful of the planet and individuals . The phenomenon has accelerated recently with major Fast Fashion brands, such as H&M or Uniqlo, which have taken the lead in delivering more eco-responsible collections which are generating real enthusiasm among consumers.

In addition, many brands offer drop-off points for old clothes for recycling purposes. These brands therefore try to limit their ecological impact directly during the production or post-consumption process to try to recycle fabrics and different materials. However, we draw your attention to this growing trend of greenwashing .

Beware of greenwashing

Greenwashing - or greenwashing* - is defined as marketing techniques which “consist of communicating to the public using the ecological argument in a misleading manner”. Many brands have risked putting such techniques into practice, which will more often work against them. Indeed, consumers are more and more seasoned, and are even more wary of brands with regard to their ecological promises. If a commitment is highlighted, it must be real and explained to consumers so that they can have confidence in the brand that puts forward such promises.

How to make the purchase of your jeans truly ecological?

Choose your subject

Classic cotton or organic cotton? Recycled fibers? What to choose ?

Organic cotton has a bad reputation because of its high water consumption, which nevertheless remains 10% to 50% lower than that of conventional cotton cultivation. Organic cotton also guarantees the non-use of pesticides or external chemical inputs during its creation. Being more environmentally friendly is a step in the right direction when it comes to choosing in a more eco-responsible way.

Recycled cotton is certainly expensive but - as its name suggests - only comes from recycled materials and therefore makes it possible to reduce production to a minimum and guarantee production without loss .

Also favor jeans in raw canvas and without fading , the washing being done using toxic products and requiring a high consumption of water.

Know the production processes

Understanding the production processes can also help you select brands that produce eco-friendly jeans. Since the denim that makes up jeans is made from cotton, it requires a lot of water for its design. Indeed, even if cotton only represents a few cultivated areas, it remains the 3rd agricultural activity which consumes the most water . This high need for water makes it, by definition, a material that is harmful to the environment.* The development of jeans does not stop there, the dyed cotton threads still have to be weaved together to produce this thick and rigid material. that we know.

Remember that for the production of an average denim jean, between 7,000 and 10,000 liters of water are required, which is considerable. India, the world's largest cotton producer, also uses a highly toxic pesticide to ensure its production. Pesticides are not the only chemicals used. Indeed, to achieve the color of blue jeans that we know, companies use chlorine in particular as well as heavy metals . The environment also suffers since the wastewater linked to this production is often dumped into nature.

By being aware of these low-cost, water-intensive production processes, the use of pesticides and heavy metals, you can choose to turn to more ethical brands in terms of production. Indeed, European and French standards make it possible to limit the use of certain chemicals during production.

Choose local consumption

Local consumption therefore allows you to be sure of compliance with certain standards in force but also to limit the transport of your jeans to your home. So some French brands offer you jeans that have not traveled the entire planet to reach you. The ecological impact of classic jeans is also caused by transport , most often maritime, which enormously pollutes the planet.

Among these, the 1083 brand allows you to buy jeans made from organic cotton. These jeans will only have traveled a maximum of 1083 km to reach you. Local consumption is therefore a solution to limit transport and thus the pollution caused by it.

Know the labels

Knowing certain labels can also help you find more eco-friendly jeans. There is currently no standardization of labels, which nevertheless remain good indicators of the quality of the cotton purchased. We did an article about it at this link . However, the 2 labels to remember are:

GOTS (Global Organic Textile Standard) : This label, the best known and used, allows the clothing purchased to be identified as coming from organic farming, with few external inputs or chemical substances used during its production.

The European Ecolabel : a public certification which ensures a low environmental impact for the entire life cycle of jeans. In particular, it limits the use of pesticides and other chemical substances in cotton cultivation, thus protecting the environment as well as the people working in this sector.

These labels, unfortunately still little used, allow you to identify clothing that is more respectful of our planet when you purchase. However, some labels promise you great values ​​and play on words. It is therefore important to find out about any label before placing your trust in it.

Caring for your jeans

It is estimated that half of the environmental footprint of jeans comes from poor maintenance conditions and poor choices at the end of their life . Washing your jeans at low temperature and in short washes can help prolong their life. It is also advisable not to use tumble dryers, which have a disastrous ecological impact.

We also advise you to increase the number of times you wear your jeans before putting them in the washing machine, and, grandmother's tip: if your jeans are not stained but need to be refreshed: leave them overnight in the freezer, which will neutralize bad odors!

Once at the end of its life and if you really want to part with this beautiful piece, consider making a gesture of solidarity and donate it. If it is damaged, don't throw it away either and recycle it via a specialized platform or transform it into denim shorts!

So, choosing the right material, favoring short circuits and certified labels , and paying attention to the maintenance of your jeans will not only allow you to have a less negative impact on the environment , but also to keep your jeans longer. ! Finally, let 's also not forget that one of the main energy costs of creating jeans is their carbon footprint , so choose jeans made in France, ideally by artisans and in a short supply chain for a lesser impact on the environment.

After your choice of jeans, wide, tight, skin or other, you can match it with an ethical fashion T-shirt with equally committed characteristics. We let you discover our selection.

Written by Caroline Mercier:
As a freelancer, she contributes to writing articles for Meanwhile Boutique, loudly proclaiming the values ​​of a more eco-responsible lifestyle through simple and adaptable actions for everyone.