Features

Get to know our Kind jeans

Jeans might be an iconic part of our wardrobe, but the amount of water and chemicals used to make them? Not so iconic.​ ​

As part of our commitment to making positive steps for people and our planet, ALL our jeans are Kind – this means they’re made with less water or fabrics with a lower environmental impact*, so you don’t have to choose between looking good and feeling good.​ ​​

Dive deeper into what makes your fave fits Kind below…​ ​​

*Find out more at www.newlook.com/kind

Jeanologia

As we just mentioned, making a pair of jeans uses *a lot* of water. To help combat this, we use Jeanologia technology and other low-impact finishing processes when creating a big chunk of ours – that’s because they use less water, energy and chemical consumption in the manufacturing process compared to the industry standard. ​ ​

We measure the reduction in impact using the Jeanologia Environmental Impact Measurement (EIM) software to ensure our Kind denim achieves a low-impact score. EIM is a unique and powerful platform developed to monitor and improve the environmental impact of garment finishing processes at the manufacturing stage.​ ​ ​

**Calculated using Jeanologia’s EIM software. During finishing, compared to industry standard. As defined by Jeanologia. ​