Hello! We are NOWA Jeans, a denim brand based in Portugal, born from the desire to find a solution to one of the biggest ecological problems - pre-consumer textile leftovers - from one of the most polluting industries - fashion.
It’s no secret that the fashion industry still has a lot of work to do regarding sustainable practices. Every second, the equivalent of one garbage truck of textiles is landfilled or burned globally. And that’s not all. Textile waste is estimated to increase by about 60% between 2015 and 2030, with an additional 57 million tons of waste being generated annually, reaching an annual total of 148 million tons. We think the situation is scary and urgent.
And this is exactly why NOWA Jeans was created. For us, the noblest raw material already exists, but the industry still perceives it as waste. More than that, our commitment is to understand waste as an opportunity (and not as garbage). That’s why our main focus is on providing a new cycle for materials that have already reached the highest levels of quality and consumed huge amounts of resources.
How? The leftovers on the cutting tables are collected, disintegrated, transformed into a thread, and this thread into our super comfortable fabric. Then it goes back to the cutting table, in an infinite circle of reuse. Nothing, ever, goes to waste.
Our circular production uses 97% less water than normal production and no chemicals at all.
And there's more. All our denim is certified, made, and finished with lining and buttons from deadstock.
Not only genuinely sustainable, our pieces value design and wearability, like a second skin. Our jeans fits are carefully designed and our materials made to last. They mix timelessness with fashion trends. Because we’re not just a fashion brand we are an attitude for a world without waste.