Pepe Jeans London launches first of its sustainable association with Brooklyn Beckham

The British denim pioneer Pepe Jeans London has pledged its commitment to sustainability once again.

And what better occasion than doing it on World Water Day 2021!

On World Water Day (22 March), Pepe Jeans London launched the maiden chapter of its sustainable association with British photographer Brooklyn Beckham.

The much-talked about business collaboration is marked by the revolutionary Wiser Wash® sustainable denim technology, which significantly reduces water utilisation in the production of denim using only 1 cup of water for decolourisation process of a pair of jeans.

Notably, 16 litres of water is generally used for a traditional wash.

It is also imperative to state here that zero toxic chemicals are used in this entire denim production process – all thanks again to Wiser Wash®.

The Wiser Future campaign features Beckham self-photographing at the beach and bringing out the magnificence of ocean through a frameless mirror.

Adding to it, he wears a WiserWash® ‘Young’ denim jacket and slim ‘Hatch’ Wiser Wash® denim jeans.

Notably, social-first videos and campaign images will continue to roll out on all Pepe Jeans London social channels and selected media partners till it concludes on 22 April 2021 (Earth Day).

Founded in 1973, the denim and casual wear jeans brand is now based in Sant Feliu de Llobregat in Spain.