Volcom, a modern lifestyle brand that embodies the creative spirit of youth culture, today announced the worldwide launch of “Water Aware” a denim collection for men’s, women’s and kids. A significant milestone in Volcom’s journey to sustainability, Water Aware features a reformulated, water-saving wash and finishing process in the production of denim resulting in an average savings of 13 liters of water per jean.
Committed to addressing the environmental impacts associated with clothing production, Volcom has been seeking solutions for responsible manufacturing practices over the last 12 years as part of its Eco-True initiatives.
Denim is one of the brand’s largest categories, and therefore, a natural area to focus on while implementing more sustainable materials and processes. After evaluating all the stages required to produce a pair of denim jeans, the Volcom team identified the amount of water used throughout the washing and finishing processes as an opportunity to create water use efficiencies.
Volcom’s Global Design Director, J.J. Gonzales and the brand’s production team worked with factory partners to employ enzyme and ozone washing and finishing techniques. Additionally, the Volcom team has combined traditionally separate wet cycles into a single processes, thus saving significant water and energy resources.
Inspired by the Water<Less™ techniques developed by Levi’s and using its ‘Open Source: Water Innovation’ guide, Volcom is encouraging other brands to also adopt these best practices. The brand is on track to reduce its water consumption by 40% and save an estimated 4 million liters of water for the remainder of 2019.
Volcom’s new Water Aware program is also ‘stoneless’ which means the production process for denim no longer uses pumice stone in the wash process. This omission has additional benefits ranging from less water used, cleaner waste water, no heavy machinery operated to mine the pumice stone and resulting in less energy consumption overall. Volcom is also using a laser finishing technique, which is also positively contributing to diminishing its environmental impact.
In some washes, we’re seeing up to 35 liters of water saved.”
“Our medium blue and blue swift colorways are examples of washes where we’ve been able to significantly save water in the production process,” said J.J. Gonzales, Volcom Global Design Director. “It’s pretty epic and we’re excited to build upon our successes and create an even greater impact over time.”
Water Aware is the next chapter in Volcom’s ethical and sustainability efforts following its Fair Labor Association accreditation and the introduction of more sustainable materials including organic cotton, REPREVE®’s hemp fibers and Econyl®’s recycled fibers. Volcom is dedicated this effort and is already adding more wash colors to the Water Aware assortment and is exploring other water-saving tactics throughout the various stages of the jeans’ cradle-to-grave lifecycle.
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Inspired by creative spirit, Volcom was founded in 1991 as a clothing company rooted in skateboarding, surfing and snowboarding. Building upon the foundation of sport culture, Volcom also supports initiatives in music and the arts and lives by the mantra ‘True To This’ as a rallying cry for persistent rebels and creatives that follow their passions. Volcom creates meaningful products for men’s women’s and kid’s across a variety of categories including outdoor, swim, skate, denim, fashion and more. Volcom has more than 100 direct-to-consumer retail outposts globally and has distribution in hundreds of specialty retail and department store locations. To learn more about Volcom’s deep product assortment visit www.volcom.com and follow @Volcom on Instagram, Facebook and Twitter.
About Authentic Brands Group
Authentic Brands Group (ABG) is a brand development, marketing and entertainment company, which owns a portfolio of global entertainment and lifestyle brands. Headquartered in New York City, ABG manages, elevates and builds the long-term value of more than 50 consumer brands and properties by partnering with best-in-class manufacturers, wholesalers and retailers. Its brands have a global retail footprint in more than 100,000 points of sale across the luxury, specialty, department store, mid-tier, mass and e-commerce channels and more than 4,930 freestanding stores and shop-in-shops around the world.
ABG is committed to transforming brands by delivering compelling product, content, business and immersive experiences. It creates and activates original marketing strategies to drive the success of its brands across all consumer touchpoints, platforms and emerging media. ABG’s portfolio of iconic and world-renowned brands generates $9.3 billion in annual retail sales and includes Marilyn Monroe®, Mini Marilyn®, Elvis Presley®, Muhammad Ali®, Shaquille O’Neal®, Sports Illustrated®, Dr. J®, Greg Norman®, Neil Lane®, Thalia®, Michael Jackson® (managed brand), Nautica®, Aéropostale®, Juicy Couture®, Vince Camuto®, Herve Leger®, Judith Leiber®, Frederick’s of Hollywood®, Nine West®, Frye®, Jones New York®, Louise et Cie®, Sole Society®, Enzo Angiolini®, CC Corso Como®, Hickey Freeman®, Hart Schaffner Marx®, Adrienne Vittadini®, Taryn Rose®, Bandolino®, Misook®, 1.STATE®, CeCe®, Chaus®, Spyder®, Tretorn®, Tapout®, Prince®, Volcom®, Airwalk®, Vision Street Wear®, Above The Rim®, Hind®, Thomasville®, Drexel® and Henredon®.
For more information, visit authenticbrandsgroup.com.