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If one thing should be abundantly clear in fashion, it is that every new piece of clothing has an ecological footprint. This is why we think carefully about any Tenue. garment we create. Jeans are not considered to be especially sustainable. But we at Tenue. believe that the strength of high quality denim could be a wonderful metaphor when we set a new standard for a more durable and responsible wardrobe of the future.
Let’s not forget; Back in the day jeans would cost a month salary and they were were built to last a life-time. Simply replacing them every now and then was just not an option. Repairing your jeans was a necessity. But also today great jeans are strong enough to survive years of wear. So you should definitely not need too many of them.
On top of that jeans don’t have to be washed so often and they only get more beautiful with age and wear. We therefor believe there is not many things more sustainable than wearing your favourite jeans until they break, then repair it and give it countless years of extra life on top. Simply continuing to wear your go-to jeans for years in a row can and will contribute to a positive change. This is why we hope to inspire people to buy less, but buy better.
Future Denim: How do we make a difference?
We at Tenue. believe that the most sustainable garments are the ones that last the longest. With this in mind, quality and longevity are the main drivers in our design process. We are in the game to create products that will stand the test of time and are worn every day.
Like with any great recipe, ingredients are key. Therefore it is essential to always consider what goes in to our Tenue. jeans. Together with our fabric suppliers we are continuously experimenting with organic and recycled fabrics, cotton substitutes and more sustainable dyeing methods, whilst maintaining Tenue.’s durability standards. We’re also replacing outdated denim washing processes with modern, more environmentally friendly methods in our factory in Italy when developing jeans with a worn-in look.
All Tenue. jeans are made with certified organic and/or recycled cotton. If possible we use less water demanding cotton supplements such as hemp and linen and aim to replace virgin cotton with as much recycled fibres as possible. At present the majority of Tenue. jeans consists of 20% recycled cotton. Why not 100%? In order to guarantee the strength and quality of our fabrics, we combine recycled cotton yarns with virgin cotton ones. We continue to work together with our suppliers to find a more balanced ratio between recycled and virgin cotton and hope to eventually close the loop: a pair of jeans made from 100% recycled cotton.
Recently we added a new chapter to our search for sustainable fabrics: Denim fabric made with regenerative cotton. The downside of organic farming is that it consumes about twice the m2 of land in comparison with conventional cotton farming. The good news is that Regenerative (Re-Gen) cotton is like combining the best of both worlds: It reduces the environmental impact, and the soil stays healthy and clean. Re-Gen cotton farming enhances carbon absorption and stimulates bio-diversity by intercropping, crop rotation and little or no tilting after harvesting. All together Re-Gen cotton is a holistic approach to farming that regenerates natural resources.
Jeans are characterised by their indigo blue colour. Back in time, the dyeing of denim fabric used to be done with natural indigo, a substance made from the Indigo Fera plant. The popularity and increase in demand for denim resulted in a synthetic dye. Those dyes make it easier to control big bulk orders, because it can provide a constant, solid blue colour through an entire batch of jeans. At Tenue., dyeing is another process we aim to make more responsible by for instance re-developing dyes with natural indigo. Our fabric supplier Orta provides an indigo passport revealing components used in production for each fabric that leaves the factory.
Our search for sustainability and a more responsible wardrobe doesn’t stop when a pair of jeans leaves our warehouse. At Tenue., we believe in prolonging the life of any garment, which is why we provide free lifetime repairs on all Tenue. jeans at our repair shop in Amsterdam. We will also recycle Tenue. jeans, if for example they don’t fit you any longer. In these cases we will determine if the jeans can be cleaned and/or repaired so that another person can continue to wear them. To stimulate this, we’ll provide you with a 25% discount voucher on your next denim purchase. If your Tenue. jeans are really beyond repair, our in-house tailors will find another way to re-purpose them for you.
All the above is achieved with our fabric partner ORTA. Together with ORTA, we decided that it was time for us to let you meet the lovely people behind your jeans. Discover our journey to create the perfect denim fabric, from cotton field to Italy. Watch the video below or watch the full story on YouTube.
"We are driven to contribute to a more sustainable future in fashion. But we also realise it can be overwhelming and sometimes difficult to make responsible choices. How do you know what choice is better than another? To guide you along the way we outlined 5 simple things you could consider when buying a new pair of jeans. Because making sustainable choices doesn’t have to be so hard after all!"
Tenue. Denim & Repair Store Amsterdam
Did you know we just opened our first Tenue. denim repair studio in Amsterdam this year? You can find our jeans repair walhalla at the Donker Curtiusstraat 5 in the West-side of Amsterdam. The studio is counting 7 specialised sewing machines and will be executing tailoring services that cater our Tenue. ideology that denim should be a clothing piece that is utilised in a circular manner – it is meant to fit like a glove and be repaired if need be to maximise its durability and stand the test of time. Alongside of this the studio functions as an inspirational playground, helping the team to execute unique denim designs. For the real denim aficionado we offer Tenue. customisations too. So besides free life-time repairs you are welcome to come and see us for something blue and funky!
Tenue. Recycling Program
Our search for sustainability and a more responsible wardrobe doesn’t stop when a pair of jeans leaves our warehouse. At Tenue., we believe in prolonging the life of any garment, which is why we provide free lifetime repairs on all Tenue. jeans at our repair shop in Amsterdam. We will also recycle Tenue. jeans, if for example they don’t fit you any longer. In these cases we will determine if the jeans can be cleaned and/or repaired so that another person can continue to wear them. To stimulate this, we’ll provide you with a 25% discount voucher on your next denim purchase. If your Tenue. jeans are really beyond repair, our in-house tailors will find another way to re-purpose them for you
How do I buy better (jeans)?
We are driven to contribute to a more sustainable future in fashion. But we also realise it can be overwhelming and sometimes difficult to make responsible choices. How do you know what choice is better than another? To guide you along the way we outlined 5 simple things you could consider when buying a new pair of jeans. Because making sustainable choices doesn’t have to be so hard after all!
1. Do I really need new jeans?
Is this a spur of the moment purchase?
Will I actually wear and enjoy this product for a really long time?
2. What are my jeans made of?
Is this a high-quality product and is it made to last?
Are the fibers used in this fabric responsible, organic or recycled?
Did you know ‘raw’ jeans require much less water to produce?
They also tend to last longer!
3. Where and how was this item made?
Is the brand transparent where they produce and by whom?
Do you think this garment is made responsibly?
4. Can you prolong the life of this item through repair
We believe in prolonging the life of any garment!
We provide free lifetime repairs on all Tenue. jeans.
Jeans bought at other stores are welcome to be repaired at our Tenue. repair-shop.
Let’s never forget: jeans become more beautiful with age.
5. Do you know what to do with your old worn-out jeans if you don’t want them anymore?
We are happy to take back your worn-out Tenue. jeans.
Are your jeans really beyond repair? Let’s recycle!
We can use the fabric for repairs, or we can find other ways to put it to use.
If you need any assistance in buying responsibly, talk to our lovely store employees or send us a message — we’ll be sure to lend a helping hand!
