Sustainable farming, organic cotton and luxury denims made like they were in the 70s... can such a pair of jeans exist? Australian brand Denim and Thread have conjured up a combination for such a pair and fully delivered. Designer Ron London and denim technician extraordinaire Alex Lambousis founded Denim and Thread in 2006, and are wholly focused on the ‘au natural’ approach of using traditional construction techniques to make raw and authentic denim jeans like they used to be, without forsaking shape and wearability. Their philosophy? One that like their denim, is pure and sustainable and adopts a mind-set that is ‘defiant to the norm.’
There is something of a rawness reflected not only in the actual jeans, but in the attitude of Denim and Thread as a brand giving it a casually delinquent approach. Resisting trends, the wearer of these jeans knows that they are embracing a simplistic “no frills” style, which is also visible in the production process. ‘I pitch the fit and finish to the customer, not the “look at me” back pocket embroidery or other gimmicky details!’ says Lambousis. He has his own factory in Sydney and produces the denim at his own ‘denim laundry’ from beginning to end, overseeing the finer details from the weave of the cotton to the shade of the wash. The jeans are even hand-sanded until they have the desired finish, which also means the end result is more durable: so you get a pair that will stand the test of time and have a myriad stories woven into the threads by the time your legs have exhausted them.
Adopting manufacturing methods like those in “the good old days” means these jeans not only last longer, but are also made of organic cotton by way of sustainable farming. 'I also finish some of our garments in an eco-friendly wax coating that makes the garment feel like leather, but maintains the comfort of wearing a pair of denim jeans,’ explains Lambousis. In every part of the process he makes the jeans as pure as they can be, without forsaking the environment. The way they dye their denim also means they have managed to substantially reduce the environmental effects on wastewater too.
So for a pair of jeans that are raw and sustainable both in terms of how they are made and the ethos and attitude they adopt, you can't do better than Denim and Thread. Word has it Robert Pattinson of Twilight fame is a big fan and has been ordering more than a few pairs. The future of denim? ‘Maybe,’ says Lambousis, ‘its future is buried in its past.’
Denim and Thread will be available in Harvey Nichols next month including some women’s jeans exclusive to the UK. Visit their website: www.denimandthread.com