Pepe Jeans London has developed its most sustainable jeans range to date. Tru-Blu® is a denim collection which uses zero chemicals in the wash process by reducing water consumption across the range.

With the issue of water-scarcity, Pepe Jeans already works with factories that currently recycle a significant proportion of their water usage. The brand has further slashed the amount of water used to wash its jeans.

Employing the very latest finishing technologies, Pepe Jeans London has revolutionized its manufacturing processes in a bid to subtract the use of chemicals and minimize the use of water in the wash process when creating jeans by investing heavily in the use of cutting-edge new dry-finish technologies. These include natural ozone gas treatments and the introduction of sophisticated new three-dimensional lasers, the combination of which can now create astonishing depths of indigo contrast on jeans.

The new Pepe Jeans London Tru-Blu® collection will be available in stores from May 2012. It will include six of Pepe Jeans London’s most iconic styles including the Kingston and Tooting style for men, and the Venus and New Brooke style for women. Each style will be available in six washes from a dark used finish to a bleached look, all created without the use of chemicals.