Start-up manufacturer Half Century Jeans has come up with jeans that last. This is its way of combating the fast fashion mentality that sees consumers following clothing trends that last only a season, buying new and trendy clothes before they’re needed, and forgetting to recycle them.
Half Century’s products are built from special hybrid of materials including Japanese selvedge denim and ultra durable spectra fibers, which are 15 times stronger than cable steel. Selvedge denim is made using traditional shuttle looms. Using selvedge denim is crucial to the design of Half Century Jeans because it is more durable, better value in terms of cost per wear, made ethically and looks smarter.
The jeans come with a 50-year guarantee. Should there be anything that needs repairing or replacing over the course of 50 years in any pair of jeans, the company will fix it immediately and free of charge. Any pair returned for replacement will be either repaired to sell second-hand or recycled to create something new using the materials.
Unlike mass produced jeans that come with faux fading or holes, the jeans are built to look better with every day of further use. Additionally, all cotton used in the production of Half Century Jeans is 100 per cent organic.
