Alberto Jeans: Green to the Extreme
While many denim companies use multiple washes and chemicals to distress their products, Alberto Jeans is going for a much more eco-friendly approach.
According to managing director Marco Lanowy, the brand has come up with purely “green jeans” by simply using the natural elements of weather.
He explained, “We were left with a lot of roof space here. So we wanted to test our jeans and find out what would happen to the denim fabric if it was permanently exposed to the weather. What do jeans bleached by the sun look like? What happens during heavy rainfall or snow? How much can these jeans stand, and how soon do they weather?”
“We took a few of them down, and there are some nice transitions and distinctions showing up. A summer-bleached pair, for example, is basically white in the front now, whereas the back still looks brand new.”
Marco added, “A traditional wash simply replicates a natural process in an artificial way. So why not use the natural resources we have to discover interesting effects?”
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