You might think that beauty is subjective. Well, not quite.
Because for us, a beautiful pair of jeans must not only be of high quality, with impeccable finishes and an elegant cut, it must also be responsible. It is not easy to be, because for that you have to master the entire production chain: from cotton cultivation to washing.
As a young brand, we obviously cannot do everything in-house, but we can choose partners who are respectful of the environment and people, in line with our values.
There is, however, an essential link in the chain which seemed to us to be essential and which we could improve: the weaving of the canvas, or rather the twill, the weaving armour which made Nîmes famous.

So that's what we focused on. First of all because it's in Nîmes, a few hundred meters from our workshop, that the famous denim was created, but also because it's one of the stages of manufacturing jeans that wastes the most water. Huge quantities of water.
It may seem surprising, but to weave a thread without it breaking, it must be glued. And once woven, it must be desized. (incidentally, we talk about glue, but in reality it is often synthetic materials, this type of material: acrylic polymers, ethylene copolymers, methacrylic acid, etc.)
It also takes a whole bunch of solvents, and a lot of energy to complete this operation dictated by productivity at all costs.

However, there is another technique to prevent this thread from breaking, a traditional technique used in the 17th century: The use of a twisted, doubled and twisted thread, therefore much stronger during weaving, but also when you wear your pants. This is obviously a much less profitable, more restrictive and more expensive technique, but beneficial to the environment and the quality of the product.

We are extremely proud to be the only jeans brand in the world to use this thread and thus to use this original fabric. This denim from Nîmes.

It is therefore by using traditional techniques (there are others: organic cotton, rope & dye thread, etc.) that we produce today the most authentic denim because it is the most similar to the original. But also the most eco-responsible, with a water saving of 75% compared to classic jeans.

And that is beautiful!