Denim remains popular with consumers across many generations because it is a versatile and durable material that transcends trends and styles.  

The cotton fabric is used in casual, smart-casual and sometimes semi-formal attire, and is robust because of its twill weave. Denim garments are also easy to care for.   

However, vast quantities of chemicals and water are used in its production, which can be harmful to humans and the environment.  

The water is required to remove chemicals that can irritate the skin. These are often found in synthetic indigo – the dye that gives denim its signature colour – but its byproducts contribute to water and soil pollution if they escape into local ecosystems via wastewater.