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The same jeans, less water.

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We want to celebrate one more step forward with Become, our environmental and social responsibility programme. In April 2021, we made a commitment: all of our jeans will be betterwash by 2023. We're halfway there: 50% of our jeanswear collection is already betterwash.

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BETTERWASH

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Betterwash is a washing process we use for our jeans and that, combined with the best existing technology and the experience our production teams have acquired over decades, makes it possible to use an average of 58% less water, a process certified by Control Union.

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LASER


Efficient and sustainable, laser technology uses no water and provides a perfect finish without changing the authentic look of the jeans.

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Ozone wash


The ozone wash uses electricity and oxygen to substitute a lot of the chemical products normally used in a traditional washing process. This technique uses no water.

E-FLOW


E-Flow technology involves spraying the product, thereby significantly reducing the use of chemicals, water and energy.

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LASER


Efficient and sustainable, laser technology uses no water and provides a perfect finish without changing the authentic look of the jeans.

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Ozone wash


The ozone wash uses electricity and oxygen to substitute a lot of the chemical products normally used in a traditional washing process. This technique uses no water.

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E-FLOW


E-Flow technology involves spraying the product, thereby significantly reducing the use of chemicals, water and energy.

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In 2023, when all our jeans are betterwash, we’ll have saved a total of 82 million litres of water. We will continue to improve our production processes so that we can Become increasingly more responsible for our planet.

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