With an enduring allure that few materials can match, denim has risen to prominence as a dominant category within the fashion industry. Its timeless appeal traverses workwear utility, high fashion staples, as well as the emboldened charm of streetwear. However, as consumer and industry trends increasingly align with sustainability and digitalization, the denim industry in India and beyond has undergone significant evolution. As consumers become eco-conscious, brands are constantly innovating their product offerings to reduce environmental impact while maintaining the quality and appeal of denim.
In this article, we explore seven brands and companies that are leading the green revolution in the denimwear industry in India.
Lee Cooper
Reliance Retail’s Lee Cooper adheres to high standards for sustainability and only uses BCI cotton, recycled cotton and recycled polyester for its denim.
Lee Cooper’s India spokesperson states, “Moreover, we source our raw materials from nominated mills or fibre manufacturers like R|Elan who provides us the certification for every material procured. Also, most of our denims are made using laser technology where we achieve sustainable yet trendy washes.”
Furthermore, they highlight the global brand’s efforts to conserve water in denim manufacturing stating, “Our goal is to move as close as possible to the ‘towards zero’ concept by minimising water usage through advanced technologies like laser and ozone. While completely eliminating water in denim washes is challenging, we rely on recycled water for washing, achieving zero freshwater consumption. This approach not only conserves water but also lowers our carbon footprint and limits exposure to harmful chemicals. Additionally, E-flow technology enables us to save up to 90% water and 40% energy in the process.”
In a groundbreaking move, Lee Cooper pioneered denim made from recycled cigarette butts to reduce global waste pollution and landfill and ocean contamination. As the first company to do so, Lee Cooper continues to pioneer sustainable fashion. The brand also employs eco-friendly colours that fulfil industry standards. On World Earth Day, Lee Cooper launched the world’s first jeans made from recycled cigarette waste, generating media excitement and internet engagement through influencer activations. These jeans use 600 cigarette butts every pair, a unique way to reduce one of the world’s most polluting waste products.
Killer
Kewal Kiran Clothing Limited’s flagship brand Killer led by Joint Managing Director Hemant Jain has embraced sustainability at its core.
“By incorporating cutting-edge cellulose materials such as Tencel™ and Lyocell™, and also recycled fibres, Killer underscores its dedication to reducing environmental impact. Partnering exclusively with certified suppliers, Killer ensures that each material meets rigorous environmental and labour standards, reflecting a steadfast commitment to ethical sourcing and responsible production,” Jain states.
Killer also has a collaboration with CovationBio, a leading global company offering bio-based solutions. This collaboration has led to various product innovations, wherein, Killer has used their bio-based polymer Sorona™ to create sustainable fabrics. Sorona™ polymer is a more responsible option as it is made from 37% annually renewable plant-based ingredients.
“KILLER constantly pushes the limits of wash and treatment processes to reveal the full depth of indigo, from the raw, unwashed look to extremely bleached finishes. With a carefully curated palette, each piece captures the essence of denim’s evolution, while layered treatments create rich, intricate textures. The result is a collection of denim that feels authentic, and brimming with individuality – garments that tell a story through their distinct, soulful character,” Jain concludes.
ace turtle
As a leader in the denim industry, ace turtle, the tech-native company that retails Lee and Wrangler in India believes in leading with sustainable practices while maintaining the high quality of its products.
Berry Singh, COO of ace turtle, states, “Our commitment to sustainability in fashion extends to using recycled materials in both fabrics and packaging. Beyond standard sustainable measures, Wrangler leverages innovative technology such as laser finishing on jeans, which greatly reduces water consumption. We also incorporate cutting-edge new indigo dyeing technology, replacing traditional water-based methods with eco-friendly foam dyeing, further minimising our environmental impact.”
He also shares innovative ways ace turtle’s brands use to cut down on resource consumptions stating, “To reduce the environmental impact of our denim production, we have adopted several innovations that cut down on water, energy, and chemical use. For instance, we use laser finishing technology on our jeans, which significantly reduces water consumption compared to traditional methods.”
Singh also emphasises the company’s focus on sustainability through advanced dyeing processes. “We employ an advanced indigo dyeing technology that replaces traditional water-based dyeing methods with foam dyeing, which significantly reduces water usage. This cutting-edge process allows us to create vibrant, lasting colours with a smaller ecological footprint. By incorporating innovative dyeing methods, we are committed to producing high-quality denim that aligns with sustainable practices,” he further explains.
Myntra
Myntra, an e-commerce portal, has made great progress in the denimwear sector, catering to a diversified audience with a wide range of products.
Prachi Sharma, Director of Sourcing – Denim and Knits for Myntra House of Brands (Roadster, Nautica, Mango, M&H), shares Myntra’s commitment to sustainability stating, “We continuously explore various finishes that our suppliers work on to offer trend-driven denim to our customers. By understanding consumer preferences and evolving choices, we create styles that truly resonate with them. Additionally, we encourage our ecosystem stakeholders to adopt end-to-end systems for recycling and using treated water in production, significantly reducing water consumption. Some of our suppliers have also installed solar panels to meet their energy needs, further supporting environmental sustainability.”
Snitch
Siddharth Dungarwal, CEO & Founder of the fast-growing fast fashion brand Snitch, emphasises the brand’s dedication to embracing eco-friendly practices, stating, “We prioritise sustainable practices in our denim line by using organic cotton and recycled fibres. Our sourcing partners are vetted to ensure compliance with ethical standards, focusing on fair wages, safe working conditions, and minimal environmental impact.”
He adds, “At Snitch, we are committed to sustainability and use advanced technologies such as laser washing and ozone treatments. These eco-friendly techniques not only reduce water and chemical usage but also create distinctive denim patterns and textures, aligning with our goal to minimise our environmental impact.”
Duke Fashions (India) Limited
Kuntal Raj Jain, Director of Indian apparel and footwear brand Duke Fashions (India) Limited shares how the brand incorporates sustainable materials in their product lines. He states, “Duke uses organic cotton, organic dyes, natural fibres (Flax, bamboo, modal etc.) and recycled fibres in its denim. These materials are selected not only for their environmental benefits but also for their durability and comfort. To ensure ethical sourcing, Duke collaborates with suppliers committed to sustainable and responsible practices. The company also explores innovative production techniques to reduce water and energy consumption, aligning with its sustainability goals for the coming years.”
He also shares how Duke is setting new benchmarks in sustainable denim production with innovative practices like the ‘bubble wash’ method. This water-saving technique minimises water consumption by utilising garment friction instead of traditional methods.
In addition, the brand is advancing eco-friendly finishing processes by adopting bio-enzyme treatments and organic bleach as alternatives to conventional chemicals. These initiatives align with industry trends aimed at reducing the environmental impact of denim production while maintaining premium quality. By embracing resource-efficient materials and technologies, Duke reaffirms its commitment to cleaner, more sustainable fashion.
Purple United Kids
Kidswear brand Purple United Kids uses eco-friendly materials, including recycled fibres, which are carefully sourced from certified suppliers. These materials ensure not only durability and comfort but also meet stringent responsible sourcing standards set by Purple United Kids to reinforce its dedication to responsible fashion.
Additionally, all of Purple United Kids’ packaging is fully recyclable, further emphasising its commitment to eco-conscious practices.
Bhawna Seth, Whole Time Director, Purple United Kids explains the kidswear brand’s commitment to remaining eco-friendly by stating, “For our denim dyeing process, we prioritise non-toxic, low-impact dyes to align with the high standards we set as a kidswear brand. Our dyeing processes are continuously reviewed to reduce water consumption and waste, aiming to create safe, eco-conscious clothing that parents can trust for their little ones.”
