Denim is HORRIBLE for the environment, so you know if we're going to stan for a denim label, it's going to be a sustainable label
Welcome to The Green Scene. Every week, we're highlighting the designers and brands working to make the world of fashion and beauty a greener, more sustainable place. The brands to support are the ones making a difference; check back every Tuesday to meet your new favorites.
Urban, who spent time designing for cult-favorite designer denim labels such as Current Elliott and True Religion, in particular, knows how the industry works and, more importantly, what goes into making a solid pair of jeans, ones designed by women for women. The brand launched with five must-have styles of denim, and has evolved to include more.
AMO works with a family-owned and -operated sustainable denim mill that focuses heavily on reducing waste and conserving resources whenever possible. All of the brand's denim fabrics are made with 35 percent cotton from the Better Cotton Initiative. AMO also chooses to work with other natural fabrics such as linen, tencel, and modal and avoid synthetics such as polyester and acetate. The hardware used is zero waste, using recycled alloy for metal tack buttons and rivets.
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