Swedish denim brand Madh has partnered with Italian producer Candiani Denim to unveil the first collection of jeans crafted from Europe-sourced, non-GMO regenerative cotton. It is extracted from the exclusive Blue Seed cotton variety owned by Candiani. This variety, developed in collaboration with the Gowan Seed Company, represents a significant step towards sustainable denim production.

The Blue Seed cotton utilized by Madh is cultivated by Algosur in Andalusia, Spain, employing regenerative agriculture methods. Candiani's exclusive access to Blue Seed cotton allows for complete traceability throughout the supply chain, ensuring transparency from cultivation to production.

According to Simon Giuliani, head of marketing at Candiani Denim, Blue Seed cotton fibers possess superior strength and durability compared to conventional cotton, resulting in a higher-quality fabric that is 30% more resistant. This sustainability-driven approach stands in contrast to the fast-fashion ethos, emphasizing longevity over seasonal trends.

Madh's founders emphasize the timeless nature of jeans and their commitment to sustainability, focusing on indigo and black jeans with two distinct dye shades. While collaborations with artists and designers have led to various capsule collections, the brand's core ethos remains rooted in sustainability.