The Stockholm label making sustainable jeans to fit you perfectly

The Stockholm label making sustainable jeans to fit you perfectly

‘They are the greenest high fashion jeans we think you can buy anywhere,’ say the founders of Self Cinema 

Anthony Rock was working at Acne Studios as head of denim development when Samuel Thomas joined the team from Loewe. Together, the pair reworked the brand’s Blå Konst denim line, before launching their own label, Self Cinema, in July last year. ‘With our joint experience, we decided to set out on our own with a focus on sustainable and responsible innovations throughout every step and process,’ says Rock. 
 
Self Cinema aims to eliminate as much waste as possible, creating collections that are 80 per cent carryover and 20 per cent seasonal, whilst integrating a timeless aesthetic. This includes lines for both men and women, with Breton jerseys, nylon anoraks and comfortable knitwear melding style sensibilities of Swedes, New Yorkers and Parisians. ‘There is a real cross-pollination of "chic",’ says the duo, who are keen to propose a look that attracts a customer wanting to change their buying habits, without causing too much upset to an existing wardrobe.

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Self Cinema S/S 2020

Unsurprisingly, considering the founders’ design backgrounds, the label produces a great range of jeans. ‘They have the perfect fit, something we have been working towards for a while,’ says Rock. Self Cinema sources its indigo denim in Japan, with its dual-ring spun fabric composition made up of half recycled organic and half organic cotton. ‘It wears really well and the denim ages beautifully,’ Rock adds. The jeans are also eco washed in Italy at a factory that uses solar energy, minimal chemicals, and recycled water. All the labels and buttons are recycled, too, as is the stitching. 
 
‘They are the greenest high fashion jeans we think you can buy anywhere,’ concludes Rock. ‘But most importantly, they look really cool.’ §

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