Organic cotton is grown with no chemical fertilizers, pesticides or genetically modified organisms (GMOs). Conventional cotton, on the other hand, is grown with the help of a large amount of chemical fertilizers and pesticides, and the use of GMO crops is also common. Most of the chemicals used are classified as hazardous for both humans and the environment. Organic cotton is also often grown on small-scale farms where it is possible to have better crop control and to use more resource-efficient irrigation systems, compared to large-scale farms for conventional cotton.

Since 2012, we have worked with only 100% organic cotton in all of our denim products, and in 2017, we increased the use of organic cotton to include the entire collection.