Doing denim the conventional way is a “filthy business” according to Patagonia—and one the eco-friendly clothier wants no part of.

Patagonia has set out to clean up denim manufacturing and its newly-launched jeans line is made with environmentally friendlier dye, better manufacturing processes, Fair Trade Certified sewing, and its content consists of 100 percent organic, pesticide-free cotton.

Traditional denim production, according to Patagonia, involves the use of dangerous chemicals for growing conventional cotton, millions of gallons of wastewater from dying and sewing in factories that don’t engage in fair labor.

Read more at Sourcing Journal.

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