Diesel has always been synonymous with bold statements and a touch of rebellion. But their latest project takes a different kind of stance: transparency. Behind the Denim, a new docu-series dives deep into the life cycle of everyone’s favourite wardrobe staple — denim — with a raw and honest look that’s sure to resonate with fashion aficionados who value both style and sustainability.
Forget idyllic cotton fields and pristine factories. Behind the Denim doesn’t shy away from the environmental impact denim production can have. Hosted by the ever-curious Lea Ogunlami, the series tackles issues like water consumption, chemical use, and textile waste. It’s a refreshingly unfiltered approach that breaks the mould of typical “sustainable fashion” documentaries.
However, the series doesn’t just point fingers. Diesel showcases their commitment to change by highlighting their use of organic cotton and exploring recycled materials, which has dramatically increased from 3% to over 50% in the last three years. They’re also developing innovative washing techniques that use less water and harmful chemicals, showcasing the challenges and triumphs of creating a more sustainable denim future.
The series cleverly uses each of its five episodes to explore different facets of a denim garment’s journey. From what we’ve gathered, episode “All Aboard” is likely to follow the cotton from seed to fabric, highlighting Diesel’s efforts to source more sustainable materials. “Lifetime Jeans” is likely to delve into the design process, showcasing how Diesel is creating timeless pieces built to last. “Clean Dirty” is likely to tackle the often-toxic world of denim treatments, revealing Diesel’s search for eco-friendly alternatives.
“Sow the Seed” is likely to delve into the agricultural side of things, exploring sustainable cotton farming practices and the impact they have on the environment. And “Waste to Treasure” is likely to tackle the issue of textile waste, showcasing Diesel’s innovative solutions for giving worn-out denim a new lease on life.
Behind the Denim isn’t just about Diesel’s journey, though; it’s a conversation starter. The series features interviews with not just industry experts but also everyday people — Diesel’s core audience. These conversations explore our relationship with denim, from the initial purchase to the inevitable “What do I wear with these?” dilemma. It’s a relatable approach that makes the sustainability message personal and empowers viewers to make conscious choices about their own denim habits.
This story originally appeared on GRAZIA International.