How to go against greenwashing In recent years, we’ve all come to realize the importance of our earth. Scientists have shown us that climate change is real, and we must change the ways in which we live on this earth. Fast forward to the year of 2021, we’ve seen many sustainable changes develop in society, both among ...

Why you should care about water We are excited to release our water report in collaboration with the Water Footprint Implementation! In this report, you can find extensive information on the importance of water on our earth, and how we deal with water in our pure denim products. This report would not exist witho...

Interview Hotel Rococo We had the pleasure of speaking to Anja de Rijk! You might be familiar with her, because she is the owner of Hotel Rococo, our partner for the #kuyichipuremoments campaign. As the owner of Hotel Rococo, she is very passionate about sustainability and is not afraid to speak her mind. Since ...

The challenges of shopping sustainably Sharing the importance behind shopping sustainably is our first and foremost value. However, in collaboration with denim influencer @simplysuzette, we have discovered that many consumers experience difficulties when it comes to shopping sustainably. Reasons for this vary fr...

#PureMoments We believe sustainability is part of a lifestyle full of happiness and satisfaction. In this life, it is important to cherish the small moments and live in the moment. We all should take a break at times and remember to be mindful and look after ourselves, especially during these stressful and perha...