DL1961 Gets Down With Sustainable Denim
Anyone familiar with actress, entrepreneur and Honest Company co-founder Jessica Alba knows the environment is top of mind in all her ventures. That’s why her Fall 2016 capsule collection with DL1961, which hits shelves in August, makes perfect sense.
But JAxDL, comprising seven styles ranging from high-rise skinny jeans to a relaxed jumpsuit (and one pair of $878 Italian leather pants), is more than a savvy move by the brand to boost its business with a celebrity-designed collection.
“We both align on honest business practices, eco-friendliness and fashion-forward styles that focus on fit,” explained Maliha Ahmed, co-founder of the New York City-based premium denim label.
Since launching in 2008 with a mission to make jeans that make an impression without leaving a mark on the world, DL1961 has keenly focused on creating clothing with a conscience. The brand incorporates environmentally friendly fiber combinations that require half the dye, half the water and half the energy of more traditional denim production. In addition to its mill only using approved and compliant suppiers for dyes and chemicals, it also uses an on-site filtration system filters and purifies water from the dyeing and washing processes until potable.
“We continue to innovate fiber compositions that combine a superior, shape-retaining fit that won’t loosen over time with 360-degree flexibility, and several high-performance characteristics from breathability to being anti-bacterial,” Ahmed offered.
Central to its quest to create jeans that don’t sag, bag or lose their shape is DLPro, consisting of American cotton, XFit Lycra/Dual FX and Lenzing’s ProModal®, a cellulose fiber blend of Lenzing Modal® and TENCEL®.
“Our customer definitely knows and feels the difference of ProModal®. It’s softer, more breathable and works well in both our denim and shirting,” Ahmed said, pointing out that the majority of styles sold in the blue shirt shop are either 100 percent TENCEL® or a TENCEL® blend, while about 50 percent of its denim is made up of ProModal® compositions. “ProModal® is eco-friendly and made from botanical fibers. It combines the best of durability, breathability, shape retention, flexibility and an ultra-soft feel.”
While DL1961 does more than most when it comes to ethics, Ahmed said there’s always room for improvement. If the company was gifted a million dollars, she’d use the money to incorporate more eco-friendly practices, as well as partner with like-minded charities to help promote sustainability.
She said, “It’s something we have to be conscious of. Sustainability is about conserving and preserving for the future. Everything counts and we need to do our part.”
Q&A
Carved in Blue: What’s your favorite city to visit for inspiration and shopping?
Maliha: New York City.
Carved in Blue: What is the worst trend you’ve seen in denim?
Maliha: Low-rise, super-short shorts.
Carved in Blue: Old-world craftsmanship vs. new-age technology
Maliha: They both have their place.
Carved in Blue: Are trade shows still important?
Maliha: Though there’s a transition with the industry becoming more digital and working remotely, trade shows are still important as that’s where you can really feel and touch the garments.
Carved in Blue: Who is your environmental hero?
Maliha: Jessica Alba, for sure.
Carved in Blue: What does “carved in blue” mean to you?
Maliha: To me, “carved in blue” means something that is everlasting. Denim is here to stay. It’s a staple in everyone’s closet and with the ever-evolving nature of denim, it’s not going anywhere.