Weekday Launches ‘Hemp Jeans Couture’ Capsule Collection
Luckily for us, the online exclusive launched today.
Today, Weekday has exclusively launched a unisex range titled ‘Hemp Jeans Couture’, using fabric and color made with nature’s waste. The brand has partnered with Agraloop, a tech startup that transforms food crop waste into brand new natural fibers. In this case, the high-value fiber is made from oil-seed hemp production.
The use of hemp fiber is already in rotation in Weekday’s main collections, with a hemp-organic cotton blend in white and ecru denim styles. The brand’s approach is to also utilize hemp in the fall for indigo styles, while providing environmental and social benefits, transcending the industry’s goal of achieving zero impact.
The design team have taken inspiration from ‘the modern tree-hugger’, envisioning a conscious person with a holistic mindset and an aesthetic edge. Their great signature denim sets the mind free from what jeans ‘should be’.
This collection comprises exaggerated figures and smart lace detailing. “The cotton-hemp blend has a rough structure and we let it speak for itself, with sculptural silhouettes combined with lacing that allows for versatility,” says Responsible Designer Womenswear, Alice Shulman. Multifunctional pieces include the Mabel Deconstruct Jean Jacket with detachable sleeves that converts into a vest, as well as the Plant-Based Jeans and Woody Skirt.
Per Axén, Responsible Designer Denim, explains the start of major shifts in the Limited Edition collections: “We’ve worked a lot with linen fabrics before, and hemp has similar characteristics. Hemp has been around for decades but its development got delayed because it was banned. The processing of hemp is similar to that of cotton and if we can just make it mainstream, we could grow our own hemp here in Sweden. It requires less land, water and pesticides compared to cotton and enriches the soil it’s grown on.”
Founded in 2002, Weekday is known for offering a carefully curated mix of external brands, limited edition collaborations and a selection of second-hand and vintage items. This capsule is an extension of Weekday’s continued stance on being responsible, including denim garments made with 22% hemp fiber, 30% recycled cotton and 48% organic cotton, and jersey garments in 100% organic cotton and plant-based dye.
Hemp dreams can come true! Shop the online exclusive now.
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