Half Century Jeans is a new brand that is sending a unique message to consumers. According to the brand, their denim is “insanely durable” and comes backed by a 50 year guarantee. If anything happens to the denim within this warranty period, the company will repair or replace the denim free of charge.
The company’s philosophy is based on changing how much pollution the fashion industry produces. In order to help consumers “buy less and buy better”, they created a more durable fabric. Their denim is meant to last a lifetime and look better with each wear.
So what are these magical jeans made from?
The brand uses selvedge denim. The “selvedge” end of our jeans is the tightly woven band on the edges of the denim fabric that stop it from unravelling. The brand uses this technique to create their denim using traditional shuttle looms. The brand also uses spectra fibres, which are typically used to make ropes for climbing sports. It is 15 times stronger than steel. The part we love best is that the denim is made using 100% organic cotton. This means that the cotton is grown without the use of harmful chemicals.
The true test of their fabric will be based on the initial consumer reviews of all of those who backed the campaign. The fact that they offer free repairs is a sustainable step, which gives consumers an alternative to throwing out their denim. There are many questions that we still have about their process. For example, if consumers ask for a return, what will the company do with that denim? Will they recycle it into new products or simply discard it? Even further, how long does the mending or return process take? Many consumer may opt for buying a new pair of jeans elsewhere if it will be a long, tedious process.
The company is currently at their Kickstarter stage, which expires on May 1. They have exceeded their funding goal, so we look forward to seeing their next steps in production and more information to satisfy our unanswered questions.