MOOD: INDIGO

Nothing compares to the comforting appeal of your favourite pair of jeans, and a faction of brands are now ensuring that these purchases come with a clean conscience

- TANYA MEHTA

While much of the sartorial zeitgeist is defined by trends and the everchanging cycle of them, denim as we know it has been a perpetual mainstay. Just the mere mention of it whips up multiple associations – high-octane Calvin Klein ads, Britney Spears and Justin Timberlake infamously twinning in denim looks for the American Music Awards, and the feel-good factor of ‘mom’ jeans. But besides the materialistic ebullience that denim provides, the downside is that approximately 10,000 litres of water is required to grow cotton to make just a single pair of jeans. The crop also requires a heavy dose of insecticides, which in turn proves highly toxic for farmers. In a bid to create high-quality denim with a reduced carbon footprint, a flock of brands are doing their bit to produce more consciously, ensuring that your humble blues come with a green DNA.