SAMSØE SAMSØE LAUNCHES BLUE BELIEF 2.0
Blue Belief is Samsøe Samsøe’s conscious denim program which continues the push towards ensuring the best possible in sustainability matters, both in terms of production and material choices.
With its Pre-Spring 2021 collection, the brand is extending the core offering by including two new models. ’Elly’, thenew women’s style, is a slight nod to the 90’s and, with an excellent ‘mom’ , the brand is highlighting something that works well on all body types. Meanwhile ’Eddie’, the new men’s model, is the brand’s loosest t-shirt ever. Itreferences the 50’s straight legged, Marlon Brando-esque aesthetic, but with a modern twist, making it perfect for the new 20’s.
Blue Belief redefines the components used to make jeans, using only conscious cotton – either organic or entirely recycled – and trims such as naturally oxidized studs, nickel-free zips, recycled polyester threads and jacron plaster patches from sustainable sources. Equally important, Samsøe Samsøe’s denim nishing process has been relocated to an eco-friendly laundry that usescutting-edge technology to create virtually waterless washing by simply removing water from stone washes, and instead using ozone washing with bubble technology. By combining multiple wet cycle processes, the water usage is signi cantly reduced — by up to 96% forthe Blue Belief program. Over and above this, Samsøe Samsøe is working with the non-pro t organization Charity:Water, which brings cleandrinking water to some of the poorest parts of the world. For every denim piece sold, Samsøe Samsøe will donate €1 to the charity with the goal of providing up to ve wells a year to impoverished communities in Rwanda and Malawi. In villages where young girls can spend up to ten hours a day fetching water, the impact of these improvedwater sources can be felt well beyond better health, extending into areas of gender equality and education.
Blue Belief is part of an ongoing commitment by Samsøe Samsøe to reduce its impact on the environment through sourcing more sustainable fabrics. By 2024, the brand’s ambition is to be 100% more sustainable. Already on a good path, the upcoming 2021 collections show respectively 42%, 51% & 68% more sustainable collections. The new campaign features a diverse cast of models and street-cast people in the Blue Belief 2.0. Lensed by Mariya Pepelanova with creative direction and styling by Mathilde Storm, the communication is simple and strong; bringingthe approach of community, camaraderie and inclusivity to life.