Patagonia is marketing a new line of organic cotton where colors are dyed through an innovative process that is eco-friendly. In recent years, consumers are becoming aware about what is behind the things they buy. This is sensitising more and more companies and bringing them to implement a true revolution in terms of materials used, production processes and chemicals and working conditions.

Patagonia, is getting recognition for a real revolution in the production of its jeans. Hazardous chemicals used for cotton production were shelved in favor of organic production. Harmful pesticides, synthetic fertilisers, herbicides or chemicals poisonous to humans and environment were totally avoided.

Traditional denim dyeing involves the use of millions of liters of water and various wash and rinse cycles to achieve the desired result. Patagonia invested in research and now, thanks to a new dyeing process and production through coloring that more easily adheres to the cotton, it is able to minimise the consumption of resources and related environmental damage.

The result is a substantial reduction of environmental impact of denim production chain: savings of 84 per cent water, 30 per cent electricity consumption and 25 per cent Co2 emissions.

https://www.patagonia.com/us/denim