Jeans completely free of toxins and a bad conscience: The LOVJOI undyed denim jeans from the spring/summer collection 2022 use raw, undyed organic cotton in its natural shade, a summery and light ecru. Thus, no dyeing process is necessary, which makes the LOVJOI undyed denim jeans a very sustainable and environmentally friendly product.
Conventional jeans yarns are first pre-treated for dyeing and, depending on the desired shade, dipped several times in dye baths. For a used look, color is also removed (e.g. by chemicals, washing, ozone or laser) and the jeans are treated with a finish. With the undyed denim styles from LOVJOI, all of these steps are omitted, since the pre-treatment, the color and the denim treatment and finishing are completely dispensed with. This means that no environmentally harmful chemicals get into the water cycle and a lot of water and resources are saved.
But LOVJOI also relies on the latest water-saving laser technology and ozone for the dyed jeans for a used look. In addition, no environmentally harmful chemicals are used in the dyeing and washing processes.
For the sustainable idea behind the undyed denims, the jeans should not be cleaned with a whitening detergent or a detergent with optical brighteners.
The undyed denim styles from LOVJOI will be available from spring 2022 on thokkthokkmarket.com and from selected partners for around €90 – €100.
About LOVJOI
LOVJOI is a sustainable fashion label from southern Germany that not only produces fairly, but also acts socially – from the first to the last step of production. The label stands for exciting designs made from high-quality materials such as GOTS-certified organic cotton or Tencel by Lenzing. The label’s studio also employs professional tailors who came to Germany from Syria as refugees and learned the trade in their homeland. In addition to women’s wear, the label carries the lingerie collection LOVJOI INTIMATES, bringing the world’s most sustainable bra to the market. Lovjoi also has a DENIM line in its range, and SWIMWEAR and a SHOES collection have been added to the range since 2021.
