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Great news for all denim-lovers, iconic American brand Ralph Lauren is all set to launch of a line of new eco-friendly denims. The brand’s latest campaign for denims is out and it schools its fans on ‘Wear Your Story’. Tracing the trajectory of denims at Ralph Lauren, the brand has been experimenting with the different forms of denims for decades now. Creating, protecting, and resisting are the three objectives of the label through their recently unveiled ‘Design The Change’ program.

Sustainability has been reinterpreted by a number of labels in the past, and this campaign places the storied Ralph Lauren among the advocates taking up causes such as enviromental upkeep and recycling.

However this is not the first sustainable fashion initiative by the brand. Last April the iconic American label presented the Earth polo line where the fibre of the iconic garment was made from 12 bottles of recycled plastic. Ralph Lauren is once again committed to strengthening his ecological quotient by upgrading denim over the course of the ‘Design The Change’ project.

Creating a better future

On the agenda? A line of eco-responsible denim parts made of sustainable cotton where the washing technique is more environmentally friendly. Less water, limited use of pumice stones…. In short, signature pieces in the timeless US style of the label, while protecting the environment a little more. The extra thing? Ralph Lauren works with suppliers who collect and recycle old jeans.

Denim is an essential category in the Ralph Lauren brand, and ‘Wear Your Story’ is part of the company’s ongoing efforts to amplify this category. The collection presented in this campaign includes new washes, treatments, and details on several silhouettes of the men’s and women’s polo shirt, as well as cotton from responsible sources and offered in many styles.
The collection is now available on the official Ralph Lauren website.

Ralph Lauren is creating a new eco-friendly denim line’ by Tatjana Kostic first appeared on Lifestyle Asia Paris 

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