Frame marks launch of (Bio) Degradable Jean with Harrods window display
Premium denim brand Frame has marked the launch of its new (Bio) Degradable Jean with a striking window display in Harrods referencing the "circular" aspect of the denim.
To create the jeans for men and women, Frame teamed up with Milan-based and family-run Candiani, which is recognised as one of the finest sustainable denim mills.
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 is 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.
Candiani’s signature micro plastics-free dying process is also used meaning the jeans are designated as degradable.
Furthermore, the jeans are sewn with 100% Tencel threads that degrade with the denim. Metal rivets are replaced with embroidered “drivets,” and buttons, made from recycled metals. Organic or recycled cotton pocket bags and labels as well as recycled paper hang tags printed with soy-based ink also degrade.
Frame also employs 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. Each pair is responsibly washed following Frame’s “Four Pillars of Responsible Washing”: no bleach, no potassium permanganate, no stone-washing, while using water-saving machinery.
To mark the launch, Frame has commissioned London-based creative studio Isabel + Helen to design a window display for Frame's Madison Avenue, SoHo and Dallas stores, as well as London's iconic department store Harrods. The sculptures "reference the circular and almost infinite journey of the innovative denim". The collection will be available to shop online at frame-store.com, with prices starting at £225, October 2021.
