We all love a bit of denim. But the harsh chemicals used and the waste water produced is harming the environment. Indigo dying uses chemicals that include corrosive sulphates that are harmful to marine and plant life, highly poisonous hydrogen cyanide and hydrosulphites that are particularly nasty for the environment.

You imagine the pollution is taking place somewhere else, perhaps you think the rivers being polluted aren’t your own, but every time we wash a pair of jeans we’re releasing these chemicals into our own waterways and water treatment plants! Which begs the question: if these chemicals are in the jeans, what are they doing to my body when I wear them?

So when I heard of a new ground breaking sustainable printing technique called ZERO D, I had to check it out. I took a trip to see the factory in person, and spent a wonderful few days learning and finding out more. ZERO D DENIM, looks just like denim, but look inside the garment and it’s not what it seems. The denim and all its worn/vintage effects have been printed on top of the fabric using eco-friendly printing inks. Have a closer look? Even the badges and pockets are a printed optical illusion...