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2006 — THE SUGAR

Sustainable fashion had an image problem back then.

It stood for compromise. For clothes that were good for the world, but perhaps not so flattering on the body. For niche products you'd expect to find in an eco shop rather than on a regular high street rail.

The Sugar changed that.


A pair of jeans that spoke for itself

The Sugar was a women's jean with a Low Loose Flare fit. Wide legs. The waistband sat extremely low at the front and considerably higher at the back. Large pockets, set low.

Recognisable by three wide belt loops at the back. A detail that immediately set it apart from everything else in the shops at the time.

A silhouette that felt feminine and contemporary.

Made from 100% organic cotton.

And it sold. Everywhere. At Men at Work, one of our biggest retail partners at the time, it flew off the shelves.

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WHAT THE SUGAR PROVED

Until then, sustainable denim had largely been a story. A principle. Something you could explain, but struggled to sell.

The Sugar proved it could be different.

Not by convincing customers with arguments about sustainability. But simply by making a really great pair of jeans. Jeans people wanted to wear. That fitted well. That looked good.

And that happened to be responsibly made.

Sustainable fashion didn't have to mean compromise. We had always believed that. The Sugar showed it.

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