It’s estimated that an average denim supplier wastes 380,000 gallons of water every day in its manufacturing processes. US denim brand AG is taking steps to plug the leak, installing state-of-the-art equipment in its LA and Mexico factories to ensure that 100 per cent of its water is recycled during production. Now only 1,200 gallons of water are lost per day due to evaportation or spillage.
AG & Blanda capsule collection. Fashion: Aylin Bayhan
The label has also made a celebratory splash with an accompanying water-inspired capsule collection in collaboration with American-based Swiss artist Blanda. Off-white canvas-inspired denim pieces are illustrated with abstract human images. ‘Woven into these entangled figures are elements representing water,’ says Blanda. ‘Water is the starting point of this collection, but it's also the base of life itself.’
In its bid to deliver thrills not spills, AG has also partnered with Boxed Water, the first national brand to offer a sustainable alternative to plastic bottles. This move will ensure that the label saves 73,000 plastic water bottles per year. What’s more, the label is also supporting Water for the People, and a portion of its profits from AG retail and e-commerce will be donated to the charity. Every purchase will help provide two weeks of safe water to a person in need.
A version of this article originally appeared in the May issue of Wallpaper* (W*242)
INFORMATION
For more information, visit the AG website
-
The mash-up between Mercedes and Geely continues with the multi-functional smart #5The new smart #5 is a mid-size electric SUV that promises an overload of features wrapped up in a stylish shell
-
What to see at Milan Design Week 2025We bring you a running guide to some of the events the Wallpaper* team is looking forward to at Milan Design Week (7–13 April) – from public installations and major launches to standout venues and must-see exhibitions. Stay tuned for updates...
-
Inside Loro Piana’s extraordinary first exhibition in Shanghai, celebrating a century of craftScarlett Conlon travels to Shanghai to explore ‘If You Know, You Know: Loro Piana’s Quest for Excellence’, a showstopping new exhibition from the Italian fashion house curated by Judith Clark, spanning clothing, heirloom fabric, art and local craft
-
Cult 1960s boutique Granny Takes A Trip gets a sustainable rebootFounded on King’s Road in 1966, ‘radically creative’ fashion store Granny Takes A Trip is being reimagined for a new generation. Dal Chodha takes a closer look
-
BITE Studios: ‘We want to have a brand which makes an impact’BITE Studios is marrying sustainable textiles – from seaweed fabric to pea silk – with designs by a team including alumni of Proenza Schouler and Acne Studios
-
Icicle, the cross-continental label championing sustainability for 25 yearsOn the arrival of a new collection, ‘Hemp Up’, womenswear artistic director Bénédicte Laloux tells Wallpaper* the story behind minimally minded fashion label Icicle
-
Louis Vuitton announces decade long project to rewild London's ChelseaCentral London’s first ‘Heritage Forest' on Pont Street in Chelsea, will be the result of a rewilding partnership between Louis Vuitton, Cadogan and SUGi
-
Textile innovator Byborre empowers creators to cut waste‘We developed a new process that allows creators to innovate,’ says Borre Akkersdijk, co-founder of Dutch textile innovation studio and clothing label Byborre
-
Water inspires Holzweiler’s Snøhetta-designed Oslo flagshipHolzweiler Platz, the new retail destination of fashion brand Holzweiler in Oslo, is designed by architects Snøhetta as a naturalistic space that unites fashion, art and food
-
Marni Market arrives at Matchesfashion in MayfairMatchesfashion is offering first access to its new Marni Market to Wallpaper* readers
-
Advene’s debut bag is forever‘We want our debut bag to stand the test of wear, weather, and time’
