Revolve Collaborates with Lovers and Friends on Sustainable Denim

Popular online fashion retailer Revolve has brought a new line of sustainable denim in collaboration with one of its own brands, Love...

Popular online fashion retailer Revolve has brought a new line of sustainable denim in collaboration with one of its own brands, Lovers and Friends, along with partnering with recycled cotton producer, Recover. The collection presents a selection of 14 different styles of jeans, each which is designed with a minimum of 15 percent Recover recycled cotton fibre created using post-consumer denim. Recover's material is an innovative one, and replaces the need for cotton cultivation, which also aids in reducing waste water, limits the use of dyes and decreases textile landfill waste.

“Revolve has a responsibility to contribute positively to the longevity of our industry and ecosystem, and for us, this process begins at home,” said Revolve’s co-CEO and co-founder, Michael Mente, in a statement. “We have worked with thousands of brands and suppliers, and Recover is unparalleled in its expertise and long-term focus.

“We are proud to partner with this multigeneration, family-owned business to deliver the strongest messaging and product to our consumers with one of our most recognisable brands, Lovers and Friends.”

Revolve's denim designs of the new collection are additionally equipped with a QR code located on their tags. Upon being scanned, buyers can receive more information on the environmental savings that the product provides, comparing the likes of water usage to day-to-day activities, such as taking a shower. The informative strategy enables a more transparent and accessible look at the environmental impact of the consumer’s purchase.

“It is great to launch this sustainable collection today with such an iconic American brand and denim product,” explained Alfredo Ferre, Recover’s CEO. “By incorporating Recover’s lowest-impact, highest-quality recycled fibre into the Lovers and Friends denim line we have created a strong collaboration that is helping to bring sustainable fashion closer to the consumer.

“Recover aims to scale its recycled cotton fibre production to help more brands meet their sustainability goals and achieve circular fashion for all.”

Recover has also provided sustainable material to brands including Wrangler, H&M Group, The North Face and G-Star. The organization recently collaborated with fast-fashion retailer Primark on a sustainable leisurewear collection, offering its cotton fibre innovation into a more affordable price margin for wider reach.