Pepe Jeans launch ‘Tru-Blu’ its new responsible innovation initiativePepe Jeans launch ‘Tru-Blu’ its new responsible innovation initiativePepe Jeans launch ‘Tru-Blu’ its new responsible innovation initiative

Pepe Jeans launch ‘Tru-Blu’ its new responsible innovation initiative

Pepe Jeans London has launched a new, responsible innovation initiative to help accelerate the denim industry shift to more sustainable production methods. ‘Tru-Blu’, the new program will see Pepe Jeans London launch a series of eco-minded protocols over the next few months which will be adopted by the company to set the new standard in denim design and eco-technology. The first three steps to be revealed by Pepe Jeans London are Ice Shock, Tru-Blue, and Wiser Wash.

The first, Ice Shock, is a new washing technique that uses dry ice pellets to give denim a natural washed look. The second, Tru-Blu, is a new production process which was used to make a pioneering denim collection using zero chemical washes, reducing water consumption as well as reaching new depths of indigo contracts on denim jeans. The third, Wiser Wash, a process which eliminates the use of pumice stones and toxic chemicals used in traditional washing, while still be able to achieve the same bright contrasts and abrasions.