Denim: how jeans and sustainability get along

More than two decades after Justin Timberlake and Britney Spears’ iconic denim debut, jeans are back in fashion. The problem: For a long time, denim was considered one of the most environmentally harmful fabrics.

Dennis Braatz

More than 20 years ago, Britney Spears and Justin Timberlake performed together at the American Music Awards – she in an evening gown and he in a denim suit. Back then, the outfits were dismissed as a stylistic faux pas, and they were still laughed at years later.

But times are changing: denim is now being celebrated. On the runway, Prada and Burberry have made the denim complete look one of the key trends for women spring and made summer season.

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