Ethical fashion organisation ‘Project JUST’ launched its first guide of JUST Approved denim brands. An expert committee selected Kings of Indigo, Mud Jeans, Nudie Jeans and Patagonia from a list of over 111 user submissions. Project JUST also awarded Levi’s an honorable mention. The programme was launched by JUST Approved to help shoppers identify the best labels for style, quality, ethics and sustainability. Since Project JUST launched in December, the team has been adding new brands to a directory every week.
The selection process for the brands was based on three categories: the overall research criteria for all apparel categories, the denim context and innovation. The initial criteria span labor conditions and management. The denim specific factors included water consumption and pollution, sandblasting and use of organic or recycled cotton. Finally, issues like affordability, accessibility, style and fit were the final category.
One of the major issues the Project JUST team encountered was finding information about brands; many of them were simply not transparent enough. Other concerns were whether the brands fit in terms of style and aesthetics and whether their product was accessible at retail.