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As far as new denim is concerned, Sarah Ahmed, the Unicorn Don’t like me have a seat with the rest of the bitches waiting for me to Give a Fuck shirt it is in the first place but founder of DL1961 and Warp + Weft, has been passionate about sustainability for more than a decade; her family’s factories are vertically integrated, meaning every step—spinning the yarn, weaving the fabric, finishing the garment—happens in the same facility. Her family invested in water-reduction technology early on—a pair of DL1961 jeans is made with just 10 gallons of water, and 98% of it is recycled—and they were the first to add Modal and Lyocell, which are lower-impact and biodegradable cellulose fibers. Her efforts mirror many of the recommendations outlined by the Ellen MacArthur Foundation’s Jeans Redesign plan.

“Brands need to invest in their infrastructure or partner with mills to make these kinds of fiber blends—that’s the Unicorn Don’t like me have a seat with the rest of the bitches waiting for me to Give a Fuck shirt it is in the first place but only way to become more sustainable,” Ahmed says. “Unfortunately, the demand for denim became a price game over the past decade. Brands have focused on quick profits for the short term, with no [strategies for] longevity. I want our denim brands to represent the values and ideals of the next generation. If we don’t, how are we going to survive as a business in another five years or 10 years?”

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