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FRAME launches biodegradable jeans with a campaign fronted by Natasha Poly

Tom Bottomley
15 October 2021

American fashion brand FRAME has partnered with Milan-based sustainable denim mill Candiani and is launching a new biodegradable denim collection on 21 October, 2021, with Russian supermodel Natasha Poly fronting the campaign.

Jeans are sewn with 100% Tencel threads that degrade with the denim, and metal rivets are replaced with embroidered “drivets” and buttons, made from recycled metals, which are hard-wearing yet easily removable.

The organic or recycled cotton pocket bags and labels, as well as recycled paper hang tags printed with soy-based ink, also degrade.

FRAME is also implementing QR codes for each garment, with information on its individual impact and fabrication, in a move to ultimately eliminate the need for labels and hang tags, and further reduce its carbon footprint.

Retail prices start at £225, and the collection features three innovative fabrics: Rigid 727, Comfort Stretch 785, and Super Stretch 778 denim, which degrade respective to stretch content. While the rigid fabric’s 100% cotton is 100% biodegradable, the comfort stretch and super stretch fabrics employ ROICA V550, a yarn that breaks down in a fraction of the time that conventional yarn does and leaves behind no harmful substances in the environment. Followed by Candiani’s signature micro plastics-free dying process, they are designated as degradable.

The new offering comes on the heels of the circular denim collection created as part of and in line with the Ellen MacArthur Foundation’s Jean Redesign project, ensuring denim is not only more durable and recyclable but also made employing sustainable and fair methods for the environment and garment workers.

To mark the launch, FRAME has commissioned London-based creative studio Isabel + Helen to design windows in response to its biodegradable jeans. To be displayed at FRAME stores in New York and Dallas, as well as Harrods in London, the sculptures will reference the circular and almost infinite journey of the innovative denim.

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