Jeans. The wardrobe staple that’s cycled through every trend imaginable – from flared bootcuts to the drainpipe skinnies. Most have a pair (or ten) sitting in our wardrobes and we rarely give them a second thought. After all, they’re just denim, right? Sturdy, timeless, and effortlessly cool.

But behind their casual, classic charm lies a production process that’s anything but eco-friendly. And while the environmental damage is staggering, the industry has long relied on glossy marketing and misleading sustainability claims to keep these truths buried.

With inboxes buzzing with Black Friday discounts and fast fashion deals, it’s the perfect time to dive into the not-so-cool truth about your favourite wardrobe staple. Let’s Dish the Dirt…

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It’s no surprise that jeans have become a universal favourite. Durable enough to last years and versatile enough to dress up or down, they’ve transcended seasons and cultures. But this iconic status comes at a cost. Over 2 billion pairs are produced annually – meaning that even small inefficiencies or harmful practices in manufacturing have massive environmental consequences.

The problem isn’t just with how jeans are made – it’s about how many pairs are made. Fast fashion brands flood the market with endless styles at rock-bottom prices, encouraging consumers to buy more than they need. And while glossy marketing campaigns push "sustainable collections," most efforts are surface-level at best.

THE WATER CRISIS IN YOUR WARDROBE

Producing a single pair of jeans can require a staggering 10,000 liters of water. That’s enough to sustain one person’s drinking needs for over 13 years. Most of this water is used in growing cotton, a notoriously thirsty crop that’s often farmed in regions already struggling with water scarcity (exacerbating droughts and impacting local communities).

On top of that, during the manufacturing process, jeans are washed multiple times to achieve trendy fades and distressed looks.

TOXIC DYES AND POLLUTED RIVERS

Those beautiful blues don’t come naturally. Synthetic dyes are commonly used to achieve the iconic indigo shade of denim. Unfortunately, dyeing is one of the dirtiest stages of the jeans-making process. Toxic chemicals like azo dyes, heavy metals, and formaldehyde are often dumped into rivers and streams in production hubs like Bangladesh, India, and China.

The consequences? Polluted aquatic ecosystems and devastating health effects for nearby communities. In some areas, rivers have literally turned denim-blue, and residents are left with no choice but to drink or bathe in contaminated water.

And while major brands could invest in cleaner dyeing technologies or ensure stricter oversight of their suppliers – but many choose not to, prioritising profits over accountability.

THE ENERGY-INTENSIVE PATH TO YOUR CLOSET

From growing cotton to sewing the final stitches, jeans production is highly energy-intensive. Planting, harvesting, spinning, weaving, dyeing, and transporting leaves a significant carbon footprint, meaning that producing a single pair of jeans generates the same CO₂ emissions as driving 111 km in a car. Brands have the resources to transition to renewable energy, more efficient processes, or circular production models – but many prefer to bank on consumers being unaware of the issue.

WHAT CAN BE DONE SYSTEMATICALLY?

While it’s tempting to focus on individual actions, the real power lies in systemic change. From governmental change and watchdog organisations enforcing stricter environmental and labor standards to brands must ensure traceability at every stage. On top of this, investing in alternatives like hemp-based denim, waterless dyeing, and closed-loop systems can drastically reduce denim’s environmental footprint.

AND WHAT CAN WE DO?

While these statistics might make you rethink your denim obsession, there’s good news: there are some SUPER SIMPLE steps that make a huge difference.

1. Buy less, wear more. Opt for high-quality jeans that last longer, and avoid chasing every new trend.
2. Choose sustainable brands. Look for labels using organic cotton, eco-friendly dyes, and fair labor practices. Brands like Nudie Jeans and Levi’s Water<Less collection are making strides in sustainability.
3. Shop secondhand. Vintage stores and online marketplaces offer pre-loved jeans that skip the resource-intensive production process entirely.
4. Wash responsibly. Wash your jeans less frequently (less laundry is always a win), use cold water, and air dry when possible.

Denim with a conscience? Now that’s a trend worth wearing.