The San Francisco and Hong Kong-based company launched Genesis jeans Friday, a line of men’s and women’s jeans that aligns with the Ellen MacArthur Foundation’s Jeans Redesign principles for a circular economy and employs its unique body-scanning technology.
“Made-to-order” and “sustainable” were two product buzzwords reserved for just a fraction of consumers with deep pockets at one point in fashion. However, Robotics and digital apparel company Unspun is doing its part to democratize custom and eco-friendly style with its new jeans collection.
Annika Visser, Unspun operations lead, said, “Our planet is running out of time, and there are solutions out there to improve how we produce and think about the products holistically, from production through to the end of use. It was great to work together with our suppliers and fellow start-up innovators. We wanted to show through this product that by working collaboratively, we can bring a better product to market.”
The fabric is 99% GOTS certified organic cotton denim and 1 percent Lycra and is washed using 100 percent recycled water and Greenscreen-approved chemicals. The non-electroplated raw zinc buttons by French trims manufacturer Dorlet can be removed and reused, while threads by Resortecs, a brand of threads that dissolve at high heat, make recycling more feasible. Unspun adds a transparency element to the collection by including fashion tech firm Eon Group’s scannable CircularIDs to the jeans.
Each pair of jeans is made on-demand based on a customer’s 3D body scan, accessible through the company’s app or at one of its three locations in the U.S. and Hong Kong. This ensures that the jeans have both a sustainable beginning and end.
