The denim industry has a less than favourable reputation. DL1961 is set on changing that.
A circular clothing brand on the radar of A-listers like Gigi Hadid, the New York-based brand offers unparalleled denim. Using ethically sourced materials and abiding by responsible practices, D1961 is quickly becoming renowned for its superior fabrics that look great and feel better.
Launching their Autumn/Winter 2023 collection, their creative director and co-founder, Sarah Ahmed, walks us through how they centre accountability and authenticity at every level. From partnering with Recover™ to break down textile waste. This is to advance their production process, to rely on 10 gallons of water to manufacture products, as opposed to the 1500-gallon industry standard.
Reiterating how sustainability is not simply a trendy topic to leverage to her, or the brand. It is a cycle of revising and optimising, at every level of the brand, to ensure they are constantly evolving with what current technology and innovation permits. A commitment Sarah predicts will flourish in the Middle East community.
GRAZIA: Tell us the story and inspiration behind DL1961.
SA: For over two decades, our family has been a leading premium denim manufacturer. We utilise state-of-the-art manufacturing and sustainable processes to create innovative denim fabrics. But from the standpoint of a supplier, we felt we weren’t engaging directly with the consumer. So in 2008, we launched DL1961. Since then, we’ve been creating the next generation in denim. Built on a foundation of luxury fabrics and superior fit combined with traceability and accountability. We’re building better denim from fibre to finished garments.
The “DL” in DL1961 stands for “Denim Limited,” and the number “1961” is a reference to the year in which the founder was born. 1961 is also a significant number in numerology. It breaks down to 8, meaning infinity and symbolising our mission for circular fashion.
GRAZIA: When it comes to sustainability, how is DL1961 changing the game?
SA: Sustainability has been at the core of DL1961 since its inception. We’re continually innovating and testing new technologies to deliver a premium product without using too many natural resources. To do this, we recycle and treat 98% of the water we use. Utilising regenerative fibres like Tencel™ Lyocell to reduce water usage and Recover™ to derive recycled cotton from textile waste. We use only the cleanest indigo dye on the market. In addition to our waterless laser and ozone technologies, plus our self-generating power plant uses solar panels and heat recovery to power itself.
GRAZIA: What sets the brand apart from other sustainable labels?
SA: Because we own our own factory, we are able to optimise at each stage of the process and audit ourselves along the way to ensure that we create the most sustainable and high-quality denim possible – but we wanted to do more. We’ve partnered with Recover™ to break down textile waste from landfills. And turn it into sustainable, recycled fibres to create some of the first circular denim on the market. In 2021, we joined the Ellen MacArthur Foundation on a mission to eliminate waste and promote a completely circular economy. We also employ Jeanologia’s EIM software to track resources used in every jean we produce, which gives us transparency and accountability. Doing the right thing is important to us, but it also helps us create high-quality products.
GRAZIA: What values and principles guide DL1961’s approach to fashion and sustainability?
SA: Innovation, accountability, circularity and transparency drive DL1961 in creating the next generation of denim. DL1961 invests in research and development to create fabrics with superior stretch, shape retention and durability. We aim to push the boundaries of denim manufacturing and deliver innovative solutions to our customers. We look towards these principles when crafting our fit and fabrics, focusing on delivering a perfectly fitting jean, creating premium products with intention.
Our goal at DL1961 is to appeal to people who are interested in timeless and elevated denim. We do this by offering a wide range of fits and washes that cater to various fashion preferences. Our focus is on premium quality denim and innovative fabric technologies, so our customers can invest in long-lasting and comfortable jeans.
GRAZIA: Talk us through the Fall/Winter 23 Collection and the latest campaign.
SA: Our Fall/Winter 2023 collection is a refined assortment of modern styles featuring our strong, functional fabrics in exceptionally dynamic washes. Our fresh take on current and upcoming trends. In addition to fine-tuning all aspects from fit to branding, further advance DL1961 in a contemporary direction. This season, we leaned into a more relaxed and vintage feel with our denim fits. We highlighted these ideas in our collection by making our denim look —and feel —as if these are a pair you have owned for years. Key trends we focused on are mini and maxi skirts, low rise jeans, relaxed fits and luxurious silks and leathers. The campaign was shot in London by Sascha Von Bismarck and styled by Victoire Simonney of Sixteen Journal. It stars models Elsa Gelhard and Ella Richards. It was inspired by the great fashion campaigns of the ’90s for their simple sets, moody direction, and focus on natural beauty and wearable luxury.
GRAZIA: How does DL1961 combine modern technology with vintage aesthetics in their new denim styles?
SA: Customers are looking for that authentic vintage denim that usually can only be found in thrift stores. The vintage aesthetic comes from years of washing and wearing. At DL1961, we utilise laser and ozone technology. Both of which are completely waterless processes, that remove excess indigo to create vintage character and authentic details.
At DL1961, we are dedicated to delivering high-quality products through attention to detail and meticulous craftsmanship. We prioritise this by using premium materials, implementing rigorous quality control measures, and ensuring that every pair of jeans meets our quality standards to give you the best jeans possible. We also place a strong emphasis on fit and comfort in our jeans. My current favourite vintage fit is the Ilia Barrel in Aged Mid. Ilia is a low rise relaxed barrel with a dramatic contoured waistband that sits high in the back and dips low in the front to give off an effortless look. The Aged Mid Wash allows you to dress it up for a date night or dress down to run errands.
GRAZIA: What are the key features of the new Enora Straight denim fit in the new collection?
SA: Enora is an ultra high-rise, vintage cigarette fit that is relaxed through the leg for the classic look you love. Designed with rigid and comfort stretch denim, the fit will become uniquely your own as it’s worn. It’s just like those perfect vintage jeans you would spend hours searching for, made with the intention to last you years.
GRAZIA: It’s not just denim that’s in the new drop, what other types of clothing are included in the collection?
SA: This season, we’re excited to introduce a range of fabrics, including leather and silk, which are highlighted in our newly expanded ready-to-wear program. Cropped jackets, lightweight button-downs, knit tunics and essential layering tees are at the core of the new line. Promising elevated and timeless pieces to keep in your wardrobe for years. Specifically, we offer cropped t-shirts and poplin shirts, oversized denim shirts and popover knit tops, slim silk shirts and a figure-flattering midi dress. Each of our ready-to-wear silhouettes have been carefully designed to pair perfectly with the denim we offer. Within our bottoms program, you will find rich, earthy hues in a variety of textures to complement our denim. The range of fabrics we utilised includes luxe velvet, two corduroy qualities, leather and shiny coated denim. Since skirts are in high demand, we developed a variety of skirt options in differing lengths, each giving a different perspective on “vintage cool.” These skirts are the Alma Skirt, which is a low-rise mini, and the Asra Skirt, which is a maxi. Another trend in the collection that you’ll see is cargo. We have a cargo Gwen Jogger, Hepburn Wide Leg, Zoie Wide Leg and Coletta Dress.
GRAZIA: How does DL1961 approach sustainability in their leather and silk offerings?
SA: It is our priority to manufacture intentional pieces in the most sustainable way. In order to do this, we invest in high calibre, authentic leather to craft our pieces with a commitment to utilise our stock with minimal waste and much less harm to the planet than faux leather qualities. Our lightweight silk is sourced locally to our factory in order to avoid excess carbon emissions from shipping to our manufacturing facilities.
GRAZIA: When it comes to the Middle Eastern Market, what standout trends do you see when it comes to denim?
SA: We’re seeing a lot of demand for breezy, effortless wide legs and more vintage-inspired washes. Consumers are gravitating toward denim that’s comfortable to wear all year round and also fits in with an elevated wardrobe. Plus, the general trend towards vintage washes shows a strong desire for unique details that pull a look together. Customers can find the perfect wide-leg jeans in the Hepburn and Zoie jeans. Because of the relaxed fit throughout the leg, the Hepburn and Zoie offer a loose and comfortable style with a modern twist.
GRAZIA: How are you hoping to make a mark on the regional market?
SA: We want to be seen as the go-to denim brand for elevated, perfectly fitting denim that fits seamlessly in your wardrobe. We design with a mindset of fit and function, making sure each piece is intentional and timeless. While also making sure that the jeans flatter a variety of body types, offering a comfortable and flexible fit that the Middle East customer will value. What’s really amazing about the Middle East is that it’s such an international hub. It’s arguably one of the best shopping destinations right now for luxury and high street. But I think there is a huge need for contemporary and advanced contemporary brands that cater to this savvy shopper. DL1961 fits perfectly into that mix because of our focus on fit and fabric. So, no matter what your body type, height and fit preference is, you can be assured that a pair of DL jeans will make you feel confident and stylish.
GRAZIA: What’s next for DL1961?
SA: We’re gearing up for a very exciting FW23 season and looking ahead to our resort season as well. After receiving Fast Company’s Most Innovative Companies award earlier this year for our innovations in sustainability, we’ve put an extra effort towards developing our most elevated and current collection ever. Those pieces drop at the beginning of September at DL1961.com. We recently launched our ‘Layering Lab’ – a collection of lightweight, ultra-fine, layer-able knit tops that pair perfectly with our denim and knit bottoms.
