Pepe Jeans London took a huge step forward in the brand’s Responsible Innovation program and further strengthened the commitment towards eco-sustainable protocol with the newly released The Wiser Wash – a revolutionary collection of eco-conscious denim.

Wiser Wash is a revolutionary process that eliminates the use of pumice stone and toxic chemicals involved in the traditional process, which at the same time allows us to maintain everything we love about classic denim, such as the tears, the nuances and the delavé effects that show the true magic of denim. The jeans are not washed with any stone and the entire discoloration occurs thanks to the use of less than one cup of water, in turn recycled, without the need for chemicals and corrosive substances.

Within the next five years Wiser Wash will become the standard of our industry, thanks to its ability to reduce water waste by 90%. And Pepe Jeans London will drive this goal: to make our industry cleaner, wiser and smarter, so that we are all more aware and closer to our environment.