A Sustainable Fit

Premium Denim Made
from Recycled Plastic Bottles

How it Works

Cleaning Up

Recycled plastic bottles and industrial waste - including your own - are collected worldwide

A welcome REPREVE®

The bottles and waste are sorted, chopped, ground, washed, melted, and re-formulated into the high-quality REPREVE® chip.

Making a change

Chip is melted into liquid polymer and extruded through tiny openings in a spinneret, creating continuous filaments that form REPREVE fiber

A Friendlier Fit is born

Through spinning and air-jet texturing, the fiber becomes yarn. The finished yarn is used in the production of our Friendly Blues range, meaning every pair of jeans produced is sustainable.

A 'Friendly' Fit

'Friendly' isn't just in our name. It also defines our relationship with the earth. Every single pair of jeans we produce is a fusion of comfort, style, and sustainable practices. That means it's a friendly fit - for you and the planet we share.

Giving Earth a REPREVE®

REPREVE® is the world's leading recycled performance fiber, having re-purposed 15 billion plastic bottles to date. That's something we are proud of and want you to be a part of it too. With every pair of Friendly Blues you buy, you're giving the earth a breather.