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FRAME launches PURE denim collection made using virtually no water

Lauretta Roberts
01 March 2022

FRAME, the premium denim brand, has unveiled PURE, a new 10-piece denim collection that is manufactured using virtually no water, marking the next step in its sustainability journey.

The US-based brand has teamed up with SAITEX USA, said to be one of the cleanest denim manufacturers in the world, to create PURE using only eco-friendly, liquid-based finishing agents and sophisticated lasers. 

Traditional denim wastes as much as 80 litres of water per garment. In contrast, PURE’s unique closed system uses 1.25 liters, of which 98% is recycled and 2% evaporated and repurposed. 

In addition the PURE range features styles made from 100% biodegradable cotton fabric, as well as recycled paper hang tags accompanied by QR codes, with information on the collection’s impact, in a move to ultimately eliminate the need for excessive, disposable tags. 

Each garment is responsibly washed following FRAME’s “Four Pillars of Responsible Washing”: no bleach, no potassium permanganate, no stone-washing, while using cutting edge machinery to eliminate traditional production techniques.

“We are proud to introduce a collection as inventive as PURE,” said Erik Torstensson, Co-Founder and Chief Creative Officer at FRAME. “Conserving water, and as result saving energy, is yet another step on this path we are taking to not only produce sustainably and responsibly but also continuously strive to be better global citizens.” 

The introduction of PURE follows on from the creation of the (Bio) Degradable Jean and 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. 

PURE is available now at and at Selfridges which will be unveiling a dedicated window for the collection this week.

FRAME's SS22 collection will comprise 5% PURE, 9% degradable and 53% of styles sustainable in fabric and wash.


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