Sustainability

Underlying NOWI’s philosophy is a commitment to sustainability. We understand the immense importance of preserving the planet for future generations and take conscious steps towards eco-friendly practices. NOWI’s jeans collection is made from ethically sourced, organic cotton that leaves a minimal ecological footprint. 

Our Blue Ocean jeans is made out of 22% recycled cotton and our Stormy Grey jeans is made out of 50% recycled cotton. This not only creates an authentic look but also allows you to enjoy your jeans much longer. In addition, we opted for an eco-friendly wash. We have used laser finishing which means that no harmful chemicals were used, this in combination with bio-enzymes and ozone washing ensures that significant amounts of water and energy were saved during the production process.

In our commitment to sustainability, we prioritise fair trade to ensure a responsible supply chain from start to finish.

But NOWI’s commitment to sustainability does not stop there. We encourage customers to recycle their old jeans and hope to establish a programme in the future where we work with customers towards creating a circular fashion economy that reduces waste and encourages a sense of environmental responsibility.