Frame Announces Launch of Sustainable Denim Range

The fashion industry is embracing sustainability at a quickening pace – a change welcomed by consumers and industry members alike. Brands like Everlane and Reformation have led the way in reshaping the way customers view sustainably sourced, ethically-made collections and an increasing number of top tier names have also announced policy changes regarding plastic and carbon neutrality. Now, American brand Frame has launch a new category: sustainable denim.

The new category sees the brand reimagine some of its key styles for both men and women in new environmentally-friendly fabrics. According to WWD, the brand is working with a sustainable denim mill and the fabrics used in the pieces include organic cotton and recycled polyester made from post-consumer waste.

There are seven women’s styles include the Le Vintage jacket, Le High Straight Hagen, Le Mini Boot, Le High Skinny, Le Skinny De Jeanne, Le High Flare and Le Palazzo, and two men’s: the L’Homme Slim Replica and L’Homme Slim Phoenix.

Speaking to the site about the launch, the brand’s founder Jens Grede, said, “We are working towards making the majority of our denim sustainable in 2020 together with cashmere.” The brand launched its eco-friendly cashmere range just two months ago and has already sold more than 3,000 units worldwide.

Grede (who is married to Good American co-founder Emma Grede) also announced that the company plans to become more eco-friendly across the board. “We are also changing all our packaging and introducing more sustainable fabrications like zero waste silk and increasing the use of organic cotton everywhere. Getting rid of chemicals in the process of treating leather.”

The new range, which the brand says hasn’t changed in terms of fit, is available online now with prices ranging from CAD$295-$453.

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