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 Slim Fit Jeans bring together timeless style with a sleek, modern twist. With a classic button fly, golden thread stitching, and YKK brass rivets, they’ve got that authentic, rugged look that only gets better 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 balance of style and ease, ideal for everyday wear with a fit that feels just right. They mold to your shape over time, getting softer with each wear, while their durable build ensures they can handle whatever your day throws at them.

Classic Slim Fit Jeans are all about a tailored, streamlined silhouette. They’re cut to sit comfortably at the waist and gently taper through the leg, creating a flattering look that’s fitted without being too tight. This slim fit offers a versatile style that pairs well with everything, giving you that put-together feel without compromising on wearability.

One of the best things about slim-fit jeans is how easy they are to style. They’re great for both casual and slightly more polished looks. Pair them with a tee and sneakers for an effortless, everyday vibe, or go for a button-up shirt and boots for a sharper style. They also look fantastic with a cuff for that extra bit of detail.

We recommend washing as infrequently as possible to maintain the colour and to encourage the development of unique wear patterns. When necessary, wash on its 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