Follow us


Outland Denim uses COVID-19 to increase sustainability focus

Tom Shearsmith
27 July 2020

Sustainable denim brand Outland Denim has successfully pivoted its business model in order to increase and maximise its positive social environmental impact, following the outbreak of COVID-19.

Outland Denim will be opening the doors to its socially, environmentally and economically sustainable Cambodian production facilities, newly branded under the name Maeka, offering the opportunity for other brands to produce with its facilities.

While shifting seasonal offerings into a yearly 6 capsule cycle, Outland Denim expands into new garment categories. This new model will allow Outland Denim to continue wholesale partnerships with stockists such as Nordstrom and Bloomingdales.

These pivots coincide with the release of the brand’s first annual Sustainability Report, which is set to hold the brand accountable to the social, economic and environmental sustainability that is at the core of its philosophy.

The first report includes sustainability information and goals including:

  • 750 people, including staff and household members, have benefited from stable employment with the unique social enterprise business model.
  • Measured by weight, 93% of the raw materials used by Outland Denim in the past 12 months were natural in nature.
  • Up to 86% less water, 57% less energy, and 83% less chemicals are used in the Outland denim wash and finishing process, Ozone.
  • 94% direct supply chain traceability that has also met strict social and environmental criteria.
  • The newly launched Amy jean in Former is the most sustainable vintage-wash denim on the market.
  • 250kg of biodegradable cassava bags replaced plastic poly bags for international transport of garments.
  • A commitment to transition all leather patches to jacron paper over the next 12 months.

Outland Denim

Outland Denim Founding CEO James Bartle, said: “Our customers aren’t just buying a pair of jeans, they are making an investment in positive change. They are taking us up on our promise to create impact on their behalf. And so just like you would report to your shareholders, we have an obligation to report to our customers the incredible impact their purchases have had.

"We hope that our customers read this report and have hope that despite the challenges COVID-19 has presented to the world, purpose-driven business that puts people and the planet first is the way forward. has a dedicated hub for sustainable fashion news.

Free NewsletterVISIT