Frame announces sustainable denim collection

Frame has become the latest fashion brand to invest in sustainable denim.

The label has launched a new ‘Sustainable Denim by Frame' series that sees some of its signature jeans for men and women reimagined with environmentally-friendly materials such as organic cotton and recycled polyester. It has taken to Instagram to showcase the new models, including the wide leg ‘Le Palazzo' and the skinny ‘Le Skinny de Jeanne.'

"We are working towards making the majority of our denim sustainable in 2020 together with cashmere," Frame founder Jens Grede told WWD of the brand's move towards a more sustainable ethos. "We are also changing all our packaging and introducing more sustainable fabrications like zero waste silk and increasing the use of organic cotton everywhere. Getting rid of chemicals in the process of treating leather."

Sustainable denim has become a major focal point across the fashion industry of late: earlier this month, Madewell announced it was encouraging the circular fashion industry with ‘The Madewell Archive,' a curated selection of pre-owned Madewell jeans sourced on the resale platform ThredUp, refurbished and put up for sale again in Madewell stores at a discount price of $50 per pair. And in September, Diesel and Coca-Cola launched a sustainable fashion collection, made partly with recycled plastic bottles, that featured a baggy jean and a unisex denim jacket amongst its pieces.