Through harsh chemical manufacturing processes and the irresponsible disposal of toxic chemical waste, one of our favourite iconic products, jeans, is destroying rivers and changing the lives of people who count on these waterways for their survival. It’s not OK.

“Rivers are our planet’s arteries; they’re lifelines in the truest sense – so what happens to us when a river dies?” – Mark Angelo

“Billions of pairs of jeans are made every year, in a very toxic way. This manufacturing is killing our waterways and the people that live alongside them. RiverBlue is being created to affect a positive change in the fashion industry. The sooner that people are aware of what is happening and see how they can help, the sooner that we can stop destroying our rivers and harming the people that use them. It is time to make this change.”
– Roger Williams

Beyond making a contribution to the crowdfunding campaign, consumers can take the following steps to help make a more positive impact:

1. Ask your favourite denim brands if they are taking measures to reduce the amount of water used in the manufacturing process.
2. Research what denim brands are doing good things and make an effort to only purchase your ‘new’ jeans from them.
3. Buy second hand or vintage denim