Fashion for Good Report Challenges Denim’s Biggest Myths

Fashion for Good has published a new report dismantling persistent myths about denim production and spotlighting advancements in sustainable materials, manufacturing, and recycling.

The paper draws on findings from the Transformers Foundation’s 2021 report, Cotton: A Case Study in Misinformation, to address inaccurate narratives, particularly regarding water consumption. Contrary to the widely cited figure that 20,000 litres of water are required to produce a single pair of jeans, Fashion for Good notes that actual global averages range between 1,500 and 7,000 litres. The report stresses that cotton is drought-resistant and that rainfed cotton often demands far less irrigation than commonly portrayed.

The Amsterdam-based innovation platform, known for nurturing sustainable textile start-ups, highlighted solutions reshaping the denim sector. Among these are NTX Cooltrans’s waterless digital printing system, Sonovia’s ultrasound-based indigo dyeing, and CleanKore’s resource-efficient dyeing technology.

On the recycling front, the report cites initiatives accelerating circularity in denim, including Resortecs’ dissolvable thread for easier disassembly, Santis Textile’s 100% recycled denim fabrics, and Purfi’s reverse spinning technology for fibre regeneration. Fashion for Good also reiterated its support for the global Denim Deal, which encourages collective action to scale sustainable practices.

The report calls on brands, manufacturers, and consumers to question outdated data and support innovations that drive meaningful change in the denim industry.