Sustainable denim production isn’t merely about saving water. Water is less than 10 per cent of the waste of resources that denim production causes. Only seven per cent of water waste in the entire life cycle of denim is caused due to industrial production; 93 per cent is caused by consumers’ washing and ironing their jeans in order to keep their shape.

That’s not to say that water conservation isn’t a worthy cause, particularly in an otherwise water-intensive industry like denim. But a brand cannot call itself sustainable unless waste and environmental harm are slashed at every stage of production.

More than sustainability, it should be about responsible innovation. That means responsibility for production, responsibility in terms of respecting compliance, respecting ethics, respecting the people who work in the industry and respecting the communities in which industries operate. The denim industry has struggled to convey to consumers the post-purchase benefits of buying sustainably produced denim. Consumers should choose sustainable or responsible garments because of the fact they are nice and, on top of that, they are also reducing waste and helping the planet. Austrian fiber giant Lenzing offers modal black, a no-fade black denim that never loses color, even after 50-plus washes.