These days, it can be difficult to discern which brands are just paying lip service to sustainability and which are making real commitments to lowering their carbon footprint—and with its new biodegradable jeans, Framepositions itself firmly in the latter category.
The launch is an important new step for the brand. After all, the story of Frame, which now bills itself as an “American fashion brand,” began with denim. Its signature “Le Skinny de Jeanne” debuted in 2012, and seemingly overnight became one of the most coveted women’s jeans on the market—known for its soft wash, perfect fit and not-trying-too-hard minimal vibe (which felt like a massive pendulum swing away from maximalist True Religion and Seven for All Mankind). Over time, founders Erik Torstensson and Jens Grede expanded the brand into full-blown women’s and men’s collections specializing in denim, cotton, leather and cashmere. And now, that values-based production is becoming a pillar of the brand.
“I think denim has historically been one of the least eco-friendly fabrics,” Torstensson tells us. From the water required to grow the cotton to burning carbon-based energy while spinning the fibers, using petroleum-based fabrics in stretch denim, the enormous volumes of water and chemical stone washes and dyes required for washing that perfect shade of blue—denim is far from clean.