Denim Revolution

For decades denim has been a staple for every season. However, the manufacturing process behind denim has a huge impact on the environment primarily due to water wastage and pollution. In order to make denim, the fabric needs to be washed multiple times, and as a result large amounts of water are used and subsequently wasted. Around 2,000 gallons (7,600 liters) of water are used for one pair of jeans, according to Stephen Leahy, the author of “Your Water Footprint: The Shocking Facts About How Much Water We Use To Make Everyday Products”.

Store image

Collecting Used Water

So how can we wear denim sustainably? At RURI we collaborate with partners and manufacturers who contribute to protecting the planet by reducing the usage and wastage of natural resources, whilst still continuing to deliver high-quality, ready-to-wear products.

Water Sedimentation

Our denim partners understand the importance of using an environmentally friendly washing process when producing denim. Thanks to their facilities, they are able to clean and reuse water during the washing process.

Store image
Store image

Clean Water

At the end of the process, the water is cleaned to ensure that there are no heavy metals, hazardous chemicals and colors before the water returns to the urban sewage system, and as a result their water footprint is minimized.

Saving Energy

Besides water, our partners also use sunlight and natural wind to dry clothes, instead of steam and heat. What began 7 years ago as an effort to reduce costs has resulted in a sustainable solution. By saving electricity, fuel and steam, they realized they could save both money and the environment.

Store image

Product Features

The Ryan Jeans, Jensen Top and Andy Pants are our denim pieces manufactured by our planet-responsible business partners. These styles are dyed without hazardous chemicals, use reused water to wash the fabric and use sunlight and wind in the drying process. The product is sustainable whilst still retaining its high quality. Discover more about every RURI responsible product!

Jensen Top - RURI
Jensen Top - RURI
Jensen Top - RURI
Jensen Top - RURI
Jensen Top - RURI

Jensen Top

$820.00
Shop Now
Ryan jeans - RURI
Ryan jeans - RURI
Ryan jeans - RURI
Ryan jeans - RURI

Ryan Jeans

$1,210.00
Shop Now
Andy Pants
Andy Pants
Andy Pants - RURI
Andy Pants - RURI
Andy Pants - RURI

Andy Pants

$1,445.00
Shop Now