Sustainable Denim: Products and Details on Manufacturing

At Mavi, denim is more of a passion than a hobby - that’s why we’ve created a system that will allow us to do it for a long time, providing that the world joins the number of brands that are setting the standard. We’ve found ways of massively reducing our carbon footprint and environmental impact by creating systems that use less water and electricity and utilise recycled materials. We want to show you a few products in our sustainable jeans range and go into a little detail on how we manufacture our products in a sustainable fashion.

How is Sustainable Denim made?

Four elements attribute a sustainable denim brand -

  • Materials Used
  • Technological Practices
  • Certifications and Approvals
  • Packaging and Shipping

A company must look at many different aspects of the brand that may be impacting our earth from the moment the raw materials hit the factory to their final stages entering the hands of their new owners.

Sustainable Materials

One way for a clothing label to find sustainability is through eco-friendly materials. Mavi Jeans uses organic cotton, which completely minimises the impact on the environment during production stages; it also cultivates the betterment of the cotton farming process by eliminating harmful toxins, ingredients, and fertilisers.

Just as if you were to go down to the local thrift store and purchase a pre-loved item of clothing embarking on the re-use recycle journey, Mavi recycles cotton to reduce production and the company’s impact on the environment.

Technological Practices 

Like the materials produced, the technology and equipment used to make the product have a significant impact on a company’s sustainability.

For denim, the use of water has forever proved problematic. The global production of cotton uses 22 billion cubic metres of water per year plus the 5.5 billion used in the dying process.

In 2020, we continued to reduce our annual water consumption by 26% and energy consumption by 24% and increased the use of laser and sustainable wash processes to 54%. The All Blue collection is produced with innovative techniques that use less water, less energy and less processing.

Eco-friendly technologies used by Mavi Jeans -

The E-Flow Lab

The e-flow ‘breaks up’ the garment’s surface, achieving a soft hand feel, controlling shrinkage. There is little water required, and there is zero discharge from the process. This technology provides up to a 98 % reduction in energy use.

Ozone Machines

Ozone machines reduce conventional washing’s bleaching time and energy consumption up to 80 %. Also, no bleaching chemical is needed.


Sustainable stones, an alternative to regular stones, use an enzyme agent activated by cold water instead of permanganate.

Environmentally-Friendly Chemicals

  • Sustainable Enzymes- Our sustainable enzymes replace the conventional enzymes that achieve less toxic and less heated processes during laundry.
  • Ecological Bleaching Spray - We always use certificated eco-friendly and organic-based chemicals that are less toxic alternatives for permanganate or hypochlorite based bleachers.
  • The Hawser Ball - An alternative use of reused hawser ropes instead of some enzymes for bleaching.

Certification and Approvals

As much as we acknowledge that ‘it’s just a piece of paper’, getting certifications and ‘ticks of approval’ are extremely important. It separates the companies that claim to be sustainable for profitable gain compared to the companies that have put in tireless hours creating systems that are environmentally friendly.

Packaging and Shipping

As the world of online shopping grows in popularity, the necessity of eco-friendly packaging and shipping becomes apparent. Businesses must think of end to end practices and start to finish due diligence.

For example, We have began to roll out the use of 100 % recycled polyester for Mavi’s fabric labels, certified by the Global Recycled Standard. For packaging labels, adopting a paper printed process can majorly reduce the company’s environmental impact.

At Mavi, we manufacture our clothing labels from Jacron and faux leather. Instead of using many chemicals to colour the synthetic leather, we let the natural ageing process improve the authentic and vintage aesthetics of your jeans!

Our hardware (buttons, studs, and zips) is approved by I-REC (international renewable energy certificate). This means that all processes that contribute to making this hardware are powered by a renewable energy source.

The 4 Key Elements Take Away

What is the predominant focus for the four key elements?

  • Materials Used
  • Reduce the amount of materials used through recycling fabrics.

  • Technological Practices
  • Reduce energy and water consumption by enhancing technologies, processes and practices.

  • Certifications and Approvals
  • Seek to update and authenticate a brand’s sustainable practices through research, certifications, and approvals.

  • Packaging and Shipping
  • Think past ‘direct contact’ and into ‘consumer handling’ and logistics and adapt to any necessary changes.

    Sustainable Products by Mavi Jeans



    The Zach Jean is a classic straight fit that provides a regular waist while being relaxed and comfortable throughout the thigh and leg. These jeans are both durable and ultra-soft, thanks to their 70% organic cotton construction and stretch. The element of organic farming majorly reduces the effects of chemical disposal - enriching the earth rather than destroying it.

    Fit: Model Wears a Size 30/32 Jean. He is 183cm tall, has a 97cm chest and a 76cm waist.

    Fabrication: 70% Organic cotton 23% Cotton 5% EME 2% Elastane


    The Barcelona
    features a high rise to accentuate and flatter the waist before opening through the leg into a wide opening. This wash features an unfinished hem and contrast stitching. Made from a blend of traditional and organic cotton, this jean is rigid yet comfortable.

    Fabrication: 80% Cotton 20% Recycled Cotton

    Fit: Model wears a size 26 Jean. She is 178cm Tall, has an 81cm bust, 58cm waist and 86cm hips.

    Mavi - Sustainable Denim

    Mavi is a respected and reliable worldwide jeans brand dedicated to providing transparency in all areas, including design, manufacturing, materials, innovation, and data usage. We are committed to broadcasting our sustainable practices - not to boast or to gain but to aid others in reducing their environmental impact so that we as a race can benefit.

    Explore our Sustainable Denim collection for more products.