Tommy Hilfiger shares plans for 100 percent sustainable denim

Tommy Hilfiger is here to prove than an entirely sustainable denim sourcing and production chain is possible. The American brand has announced plans for a new line of 100 percent sustainable denim.

Set to launch this spring, the new range will be crafted entirely from recycled materials - this includes both the cotton, the sewing thread and the buttons. The thread used will be made from plastic bottles, and the buttons from deadstock. Even the paper used to make products' hangtags will be recycled.

"The cotton is as soft, as strong and as stylish [as new fabric] but it uses less water, fewer chemicals, creates less CO2 and reduces waste,” Tommy Hilfiger's Global CEO Daniel Grieder told Grazia.

Tommy Hilfiger plans to use ecological production methods, too. The brand will use laser technology to apply the denim's final wash, as a means to use less water and energy.

These new sustainable styles will be offered every season and created at company's Denim Center based in Amsterdam.