This is Why
OUR REASON OF EXISTENCE
Back in 2013, in a small Swedish town called Eskilstuna, Anders Haglund and Peter Lantz met and what is today reDEW8 was born. Ever since that day, reDEW8’s mission has been to make the best jeans in the best manner possible while at the same time building a business philosophy based on values.
It’s no secret that denim is a dirty business. Take the pesticides used to grow cotton, indigo dyes that stain rivers, sweatshop labor, the use of 11000 liters of water, then multiply that by 2 billion pairs annually. While many consumers are unaware as they pull on their jeans each morning, reDEW is working to challenge the norms that currently define denim.
Based on a will to change the way business is done today, reDEW aims to make the best jeans on Earth and use it as a tool to prove that change is possible. On the product side, reDEW is firstly about style, using technology to raise the bar of what’s possible in denim.
Just like calculating the value of the bee pollinating the flower that results in an apple, reDEW8 aims to put value on what we leave behind. Someone always pay and at reDEW8, we want to make sure that it’s no longer Mother Earth. reDEW donates 25% of profits annually to benefit endangered species and their natural habitat through the reDEW Foundation and the reDEW Earth Prize.
People often tell us that we have come a long way at reDEW8, and while that may be true, there’s always another great improvement ahead on our journey.
That’s why we call it Neverending Jeans.