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  • Writer's pictureHelena

Outland Denim Launches 'Amy Former', The Most Sustainable Vintage Wash Denim On The Market

Updated: Dec 28, 2021

Outland Denim has released the most sustainable vintage-wash denim jean on the market in its new, 70’s inspired, State on Being collection. During the wash and finishing process, the label’s Amy Former jean uses 67% less water, 46% less Energy, 83% less chemical, and 77% less worker impact than conventional vintage-wash jeans.

In designing our latest denim offering, adding an authentic vintage-inspired rigid jean was a must. The challenge was that conventionally, vintage-wash denim jeans require intensive washing using processes that have devastating effects on the environment. We were not willing to compromise our values to achieve the look we were hoping for.” said Outland Denim founding CEO James Bartle.

While conventional vintage-look denim requires harsh bleaching agents, PP spray, and stone washing techniques that together are highly water, energy, and chemical intensive, the Amy Former jean was washed and finished in Outland Denim’s stand-alone Wash Facility, which is equipped with state-of-the-art sustainable washing technology. Laser technology creates a rich character in the Former wash, and removes the need for water and energy intensive washing. Ozone, the world’s greenest oxidising agent, is used to give the jean that aged, had-them-for years effect. Ozone uses up to 65% less water, 20% less energy, and 80% less chemical than conventional techniques.

A combination of natural fibres including organic cotton, recycled cotton, and lyocell makes up Amy’s rigid denim. The fabric’s open-style weave results in a beautiful, rich colour contrast, and allows our wash recipe to react to the fabric faster, and a short wash process means less environmental impact.

Made up of all-natural fibres (without polyester and elastane), choosing the Amy jean will ensure significantly less micro-plastics are released into the waterways when laundered. Over time, the fabric will grow even softer and more comfortable. Amy is a jean that is made to last and only gets better with age.

Like all Outland Denim garments, Amy is constructed with pride and expertise in its Cut and Sew facility, where Outland Denim offer fair, safe and fulfilling employment to their staff, some of whom have come from some of the most vulnerable and exploitative situations in the world today.

The Amy Former jean (GBP£160) is available to shop online now at

For images, further information or to organise an interview with Outland Denim founder and CEO James Bartle, please contact:

Zoja Minic

+ 44 (0) 7715244678


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