Fashion: Frame Launches New Sustainable Collection Called ‘Pure’ Made Using Virtually No Water.

by - 21:04:00

American denim brand Frame launches a new sustainable collection called ‘Pure’ that features washes that use virtually no water in their production, as part of its ongoing commitment to sustainable and responsible practices.
Photo: Frame (Pure Collection)
The 10-piece Pure denim collection has been produced with Saitex USA, said to be one of the cleanest denim manufacturers in the world, utilizing production methods that employ no water in wash production, using only eco-friendly, liquid-based finishing agents and sophisticated lasers.
Traditional denim wastes as much as 80 litres of water per garment, explains Frame, in contrast, Pure’s unique closed system uses 1.25 litres of water, of which 98 percent is recycled and 2 percent evaporated and repurposed.
In addition, the Pure collection has also been crafted with minimal impact, with the styles made from 100 percent biodegradable cotton fabric.
FRAME's SS22 collection will comprise 5% PURE, 9% degradable, and 53% of styles sustainable in fabric and wash.
PURE is available now at and at Selfridges which will be unveiling a dedicated window for the collection this week.

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