Pepe Jeans London has taken advantage of World Water Day , which is celebrated on March 22, to present the first chapter of its collaboration with British photographer Brooklyn Beckham.
The campaign, called ‘Wiser Future’ , highlights the value of water and reflects on its Afghanistan Phone Number List importance through images directed and made by Brooklyn, as well as videos by Zhamak Fullad.
In addition, it serves as a cover letter for ‘ Wiser Wash’ , a washing technology that drastically reduces the use of water in the production of denim fabric. In this way, use only one cup of water for the bleaching process of a pair of jeans, compared to 16 for a traditional wash.
The sustainable alternative to denim from Pepe Jeans
‘Wiser Wash’ removes all toxic chemicals from the washing process and swaps them for a Usa B2B List sustainable alternative called Ozone . On the other hand, this technique achieves the same worn effect on denim without using a pumice stone and requires less time and less rinses than other methods, thus saving 40% of energy.
It is a fervent commitment by for sustainable alternatives to denim. The first images of the ‘Wiser Future’ campaign show the photographer on the beach. Camera in hand, Beckham aims the lens at the frameless mirror in which he sees his own reflection, with the ocean in the background, reflecting the grandeur of it.
For the audiovisual piece, Beckham does not hesitate to enter the water so that the photographs are as faithful as possible to what is intended to be transmitted. In addition, for the occasion he wears a ‘Young’ denim jacket and ‘Hatch’ skinny jeans, both from the ‘Wiser Wash’ range.
“Brooklyn Beckham joins us in this campaign to celebrate the value of water and reflect on its vital importance in the future”, say from Pepe Jeans.