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Proper exists to help the planet thrive by providing sustainable alternatives to conventional denim.
Why Denim?
Denim is one of the most resource-intensive materials in fashion. A single pair of jeans can contribute up to 33.4 kg of CO2 into the atmosphere, consume nearly 1,000 gallons of water, and occupy up to twelve square meters of land during production. The process is also chemical-intensive, posing risks to factory workers and nearby communities.
Jeans are a staple in wardrobes worldwide, with over 1.2 billion pairs being purchased each year. At Proper, we don't want to demonize jeans, as we love them just as much as you do. Rather, we aim to promote awareness and help individuals make more conscious decisions that benefit the planet. We provide sustainable and durable alternatives to traditional denim NOW; and THEN, when it's time for a wardrobe update, we have a circular system in place to keep denim out of landfills. Join us in making a positive impact on the planet, one pair of jeans at a time.
The most sustainable choice is to buy less. But when you do need that new pair of jeans, use the Proper Pillars to find jeans that meet our sustainability guidelines.
We look for denim brands that optimize towards safer, less resource-intensive materials, reduce waste, lower carbon emissions, promote water stewardship, and use earth-friendly packaging.
Social fairness is crucial to a sustainable operation. We prioritize brands caring for workers' health, safety, and livelihood throughout the supply chain and local communities.
We know that brands aren't perfect. As brands continue to improve practices that are better for the planet and its people, we expect to see progress. Supply chain visibility, traceability, and third-party certifications show a brand's commitment to improving.
