Ever wonder where your jeans came from? The New York-based denim brand, DL1961, just launched its new Digital Tag Project, as an innovative way for consumers to see how their denim was made.
The new “Ella” jean (named after the face of the campaign, model and granddaughter of Keith Richards, Ella Richards) is an ultra high-rise, straight leg style that is available in two washes: light blue, and black — and comes with a special QR code printed on the pants.
When customers access the QR code, they’ll find a site that shows them the jeans’ journey from fiber to finished garment. It begins with a brief introduction on how DL1961 creates sustainable denim. (It utilizes previously loved clothes, uses recycled water, less solar energy, and eco-friendly dyes, plus incorporates RecoverTM, which is recycled cotton fibers.)
A typical pair of denim uses about 1,500 gallons of water, while DL1961 uses less than 8 gallons per pair. The Ella jean, in particular, only used 4.99 gallons of water, as the digital tag revealed.
Richards expressed her excitement about the launch on Instagram writing, “We created my dream pair of vintage inspired jeans using completely sustainable processes 💥💥thank you.”
The Ella jean is the first in a series of custom jeans that will be created within the Digital Tag Project. The Ella jean is available to shop now on DL1961.com.
