NOW, MORE THAN EVER, IS A GOOD TIME TO RETHINK ABOUT SUSTAINABILITY.

 

Until now, dominant sustainability discussions have always been based on “efficiency”, “productivity”, “scarcity”.

 

Today, in the wake of COVID-19, sustainability takes on a whole another meaning. Sustainability is also about “abundance” - abundance of human virtues such as kindness, generosity and willingness to care for others - which are unlimited.

 

With our AW21/22 collection, #JEANEROSITY, we refer to this mindset shift based on human values.

 

Indeed, we believe that kindness and generosity are intrinsically linked to a sustainable lifestyle, and we want to underline denim’s role as a symbol and tool of generosity towards nature, toward others, towards ourselves – especially with its endless functional properties.

 

Simple acts of #JEANEROSITY has the ability to change us, our emotions, our world almost immediately.

 

We have a great opportunity to be a source of strength and support for one another.

 

Let’s be #JEANEROUS.