Denim 2.0: rethinking our classics

Jan 17, 2023 LifeWear

Evolving an icon

Jeans have been an iconic wardrobe staple for decades. From worker's uniform, to Hollywood appearances, and prominence in the counter-culture movements of the 60s; denim's versatility has seen jeans evolve from a utilitarian essential, to streetstyle, to a mainstream everyday garment, and even an aspirational luxury item. Japanese denim has a reputation among denim lovers for being the best in the world, and is a product category that UNIQLO take pride in producing.

A new way to create

Shop the look: Baggy Jeans

Today, especially in the fashion industry, it is essential to examine our production practices. Our BlueCycle jeans were born from an aim to make our denim manufacturing more responsible.

Our aims were simple, but ambitious: to achieve the feeling of authentic, worn-in jeans and the iconic look of washed denim, all using 99% less water than standard denim finishing. This incredible challenge was taken on by our BlueCycle initiative, in order to honour a classic and see it evolve to reduce its impact on the environment.

The Jeans Innovation Centre in Los Angeles

We achieved our goal thanks to the state-of-the-art technology developed in our Jeans Innovation Centre, located in Los Angeles. Creating the next generation of jeans required a complete reinvention of the manufacturing process. Traditionally, the production of jeans has a heavy impact on both the environment and the employees involved. BlueCycle changes this: faded and distressed denim no longer requires huge amounts of water and manual labour. In fact, BlueCycle has managed to reduce the amount of water used in the finishing process of certain jeans by 99%, a first in the creation of denim.

Timeless style

Shop the look: Regular Fit Straight Leg Jeans

Denim's ability to change with wear gives it character, and a timeless quality. We are honoured to have been able to evolve this classic with BlueCycle.

Learn more about BlueCycle

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