Our motto reads: WE CARE. For PEOPLE, the PLANET and the FUTURE.

Many of our products carry the WE CARE label because we look to ensure that they are manufactured from sustainably certified fibres. These are natural fibres such as cotton and viscose. The cotton cultivation process does not involve artificial irrigation and uses fewer pesticides than conventional cultivation methods. The Better Cotton Initiative (BCI) is also an important partner for our sustainable cotton sourcing. Growers that are licensed to sell Better Cotton to the supply chain must meet minimum social and ecological criteria and demonstrate continual improvement in this area. In terms of environmental credentials, Better Cotton is characterised by, among other things, a reduction in the use of pesticides, improved water efficiency and a cultivation method that shows a vested interest in maintaining soil fertility and biodiversity. The wood pulp in sustainably certified viscose is sourced from sustainable FSC- or PEFC-certified forests. The raw material is processed to make viscose yarn within a closed production cycle that reuses the resources and thus protects the environment.

We are increasingly using fibre material in our products in order to support the circular economy in textile production. On the one hand, we use fibres made of recycled plastic such as PET bottles. Like the fibre REPREVE®, for example. On the other hand, we also turn to recycled fibres sourced from offcuts from textile manufacturing or from used clothing. For this purpose, fabric remnants or pre-owned clothing are first broken down into their original components, from which new raw materials and yarns are produced in various process steps. All of the recycled fibres used in our products are certified according to the Global Recycled Standard (GRS) or Recycled Claim Standard (RCS) and are therefore subject to strict audits during production and distribution.

The dyeing and washing of jeans in particular are water-, energy- and chemical-intensive process steps with great savings potential. In order to leverage this potential and offer more denim with a low environmental impact in our collections, we use the Environmental Impact Measurement (EIM) scoring method of Spanish technology company Jeanologia®. Through innovative processes such as laser technology, ozone and “e-flow”, we can increase occupational safety and, depending on the product, reduce water and chemical use by up to 80 percent.