This company is urging people to give up fast fashion trend and go for ‘indestructible’ jeans that come with 50-year guarantee | GBRI

Textile industry’s environmental impact is significant, considering it uses 25% of the world’s chemicals and is responsible for 10% of global carbon emissions. However, most apparel companies are are aware of this and are adopting sustainable practices to minimize their environmental impact.

But a large part of the problem is the “fast fashion” mentality that sees many consumers following clothing trends that last only a season, buying new and trendy clothes before they’re needed, and forgetting to recycle them.

Start-up manufacturer Half Century Jeans, however, is hoping to shine a spotlight on the fast fashion mentality by creating “indestructible” jeans – backed by a 50-year guarantee – and encouraging customers to “buy less and buy better” and, basically, keep the jeans forever rather than tossing them in the trash.

Half Century Jeans says its products are built from a special hybrid of materials including Japanese selvedge denim, sourced from Okayama, and ultra durable Spectra fibres, which are 15 times stronger than cable steel.

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