Frame introduces first circular denim collection

American fashion-retail company, Frame joins a rising list of denim companies supporting the Ellen MacArthur Foundation’s effort to bring circular jeans to market.

The “Ellen” collection includes the brand’s first denim designed in compliance with the foundation’s Jeans Redesign standards, an industry-wide initiative to define minimum criteria for garment durability, material health, recyclability, and traceability.

The three pieces in this women’s collection consist of an oversized denim jacket, a relaxed full-length straight leg jean, and a cropped slim straight-leg jean with heavy distressing

The rigid materials used in the collection are made entirely of organic cotton in order to satisfy the guidelines’ requirements. The pieces feature easy-to-remove raw metal buttons and are stitched with sewing thread created from 100% recycled water bottles.

Both garments are washed using water- and energy-saving methods and hazardous chemicals like bleach and potassium permanganate are not used.

Co-founder of Frame, Jens Grede, said that at Frame, they’re dedicated to a more sustainable future, and they’re still looking for new products to use, as well as creative mills and production partners that prioritize using clean ingredients and reducing waste. He adds that their participation in the Ellen MacArthur Foundation’s Jeans Redesign is just one more measure they’re taking as a company to keep their commitment to environmental efficacy.

Frame’s sustainability initiatives include a 2019 denim collection made from organic cotton and recycled polyester made from post-consumer plastic bottles. Its most recent women’s line encapsulates what it calls the “four pillars of responsible washing”: no chlorine, potassium permanganate, or stone washing, and 85% less water than industry standards.

The Ellen collection is now available for pre-order on Frame’s website, with delivery set for May 1. The collection is priced between $258 and $378.