Our notes

Introducing sustainable, ethically made vegan denim by Will's Vegan Store.

Luxury denim made in small batches in Italy from recycled production waste dyed with natural biodegradable indigo.

During the normal production of denim, waste is unavoidable at the start and finish of the production line when the yarn is dyed. We make our denim from this waste from a production facility in north Italy. The process saves 65% water compared to the standard method and has been certified by the Global Recycle Standard (GRS).

Our denim was dyed and finished in a mill in north Italy using natural and biodegradable indigo. The mill has held "Detox mill" status since 2016, following the Greenpeace Detox protocol. The detox commitment sets strict standards for monitoring inputs and outputs.

We used a heavy-weight dark blue version of our denim to make our button-up denim jeans. They have been made in small batches in Italy by a factory specialising in denim and then stone-washed to give its classic worn-out look.

We used a sustainable alternative to pumice stone for the wash. The denim sector has traditionally relied on pumice stones. However, these stones deteriorate rapidly, usually after just one to one and a half wash cycles, and they absorb water. This absorption leads to mixing pumice dust with chemicals, indigo colour, and textile remnants, resulting in what is often called 'toxic sludge'. Such sludge poses a threat to the environment, damages machinery, and disrupts operations in manufacturing facilities. Furthermore, the natural tendency of pumice stones to draw in water necessitates the addition of extra water during the denim washing processes to mitigate their moisture-absorbing characteristics.

Our Classic Straight Leg Jeans bring together timeless style and comfort. With a classic button fly, golden thread stitching, and YKK brass rivets, they have that rugged, authentic look that only improves with time.

As you wear them, they'll fade into lighter blues, creating a look that's all your own. The recycled felt back patch gives them that extra bit of unique character.

These jeans offer that perfect mix of style and comfort; they are perfect for everyday wear with a fit that feels just right. They mould to your shape over time, getting softer and better with each wear, while their durable build ensures they can handle whatever your day throws at them.

Classic straight-leg jeans are all about a balanced, easygoing fit. They're cut to sit comfortably at the waist and fall straight through the leg without tapering or flaring out. This fit offers a relaxed, versatile silhouette that flatters most body types without feeling too snug or too loose.

One of the best things about straight-leg jeans is their versatility. They're the kind of jeans you can dress up or down with minimal effort. Pair them with a simple tee and sneakers for a casual, everyday look. Throw on a chunky sweater or a flannel for a cosy vibe, or dress them up with a button-up shirt and boots. They also look great cuffed for a bit of extra style.

We recommend washing as infrequently as possible to maintain the colour and to encourage the development of unique wear patterns. When necessary, wash on their own on a cool wash and line or radiator dry. Avoid tumble drying.

Like all our vegan clothing, footwear and accessories, there is no packaging waste. We only use biodegradable plastic-free packaging from the paper bags to the paper tape we use to seal them. Your delivery is certified Carbon Neutral; if you choose to use our 365-day free returns and exchanges service, that is certified Carbon Neutral, too.

Ethics & Sustainability

This product is certified carbon-neutral

It's delivered to you through our carbon-neutral supply chain in paper and cardboard packaging

You can return it free of charge for 365 days with our paperless carbon-neutral returns service

Use our return to recycle service when this product's at its end of life

Always and forever vegan

Made in Italy

Read more about our Ethics & Sustainability