As denim initiatives go we’re in love with Andrea Moore’s just launched Earn Your Denim Campaign.
Her new range of denim is designed to “celebrate the story that your denim tells as you live in it”. In other words the wearer earns the wear and tear on their jeans. This is because when Moore first began designing her denim range and looking into factories who could distress their denim she discovered one of the horrible truths about the denim trade.
“There are whole towns that are devoted to distressing denim, and with the caustic chemicals used to distress the denim, and the materials used to sandblast denim into worn perfection, the impact on both the environment and the workers’ health is disastrous,” says Moore.
Hence, Moore’s decision to produce her new range in “Virgin” denim. The jeans come in two cuts ‘Running Horse Skinnies’ and ‘High Riders’.