Premium denim label, Earnest Sewn is going green for Christmas. In partnership with Barney’s, they will launch Greencaste by Earnest Sewn in November to be sold as part of the department stores “Have a Green Holiday” marketing campaign.
The WWD.com reports:
Scott Morrison, president and designer of Earnest Sewn, said discussions with Barneys had spurred the project. Morrison said he initially was reluctant because he believed that many green initiatives from brands and retailers fall short of delivering a truly socially responsible product. He stressed the need to go further than simply using organic denim.
“If you’re just going to buy organic fabric, that’s not even half the battle,” Morrison said.
Washing and styling denim has always been a water- and chemical-intensive process. For Greencaste, Morrison worked with the brand’s laundry facility on ways to reduce the environmental impact.
“The obvious one was eliminating electricity and gas needed for drying,” he said. “You use a lot of water in the process. The Kentucky facility that we use uses river water, which is fairly dirty water. We use it, clean it up and return it in a cleaner state than when we used it.”
The Greencaste collection will include three men’s and women’s styles and will retail for $200 to $240. There are plans to continue the line beyond the holiday season.