What if we dared to admit that everything we own, will eventually become waste?

(‘Waste is every object, plus time’ as Brian Thill puts it in his book on the subject.)

With that in mind, when it came to designing the first MTTR jean, we started at the end of its life.

MTTR denim is circular by design (and different) because it’s made from 100% post-consumer waste and cellulose material, right down to the thread.

And designed for disassembly so it’s easily returned back into the production stream at the end of its life, to make more jeans.

Which is why there are no rivets to make recycling difficult. Fly buttons are detachable, reusable and recyclable.

The leather patch doesn’t need to be removed, either. Because there’s no leather patch.

And all labels are made from the same innovative material as the thread, so the recycling process is not contaminated.

This jean is about doing more.

With less.

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But I’ll be honest. There’s no such thing as a ‘green jean’.

Not really.

Everything MTTR will do will have some impact (which I’ll share with you).

The ultimate goal is to have a positive impact by keeping products and materials in use as well as designing out waste and pollution.

So, as well as working with the world’s most creative denim mills, I will do everything I can to keep your MTTR jean out of landfill.

That means extending the life of a jean with repairs.

And when they finally reach the end of the road, I will take your MTTR jean back, recycle them and give them a new life.

This isn’t about sustainability.

It’s about responsibility.

Or to put it another way: Own your sh*t.

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Illustration
Rebecca Sutherland