IN retaliation to the environmental effect distressing denim has, Andrea Moore has launched the Earn Your Denim campaign, two new jean cuts made clean and safe.
“Denim is like a fine wine; it gets better with age. Those marks in your denim? You gotta earn em,” said designer Andrea Moore.
Labelled ‘virgin’ denim, the campaign centres on the customer telling their story through the marks, rips and stains gathered whilst they wear the jeans.
The virgin movement has full support from the Andrea Moore team, who in the next month will be running Earn Your Denim workshops with the public in each of its 6 flagship stores nationwide. The workshops will provide all the necessary tools to customise the jeans and make them individual to the wearer.