We value sustainability


At Dr. Denim, we highly cherish our moral values towards promoting and maintaining sustainability standards – Not only through direct environmental concern but through the fact that we want Dr. Denim products to embody the vision that denim and fashion can be strong, guiding forces within the surrounding world of sustainability. With our outright mission to be using primarily sustainable fibers by 2022 in our collection, we also want you, our customers to feel confident in helping us guide you to find your eternal style and encourage the world with us that it should mean long life over fast consumption. We invite you to take a second thought to help us reach these goals faster and purchase items tagged with an Organic Cotton, Sustainable Fibres or Recycled Fibres label.


Organic cotton Sustainable fibres Recycled fibres


The greatest sustainability challenges for cotton cultivation lie in reducing pesticides and fertilizers and to limit water use. When cultivating cotton in an organic system, no synthetic pesticides or fertilizers are used as natural methods are employed to control pests, weeds and disease. Comparing with other “alternative” fibers such as hemp, organic cotton is more or less a like-for-like substitute for conventionally grown cotton and the main reason for its limited use is an effect of its limited supply which remains a challenge for makers of clothing. As part of Dr Denim’s goal to primarily use sustainable contents in our collection by 2022, we are proud to introduce organic cotton options in all our denim programs, from the 4-pockets, through the 5-pockets to our jersey range and beyond.


Lyocell is a regenerated cellulosic fiber which is sometimes sold under the trade name Tencel® owned by Lenzing. Lyocell is known for being relatively eco-friendly in comparison with its fellow regenerated fibres. Lyocell is made from fast-growing trees which require low volumes of water and pesticides to grow, while the fiber regeneration process features a largely closed loop resulting in minimal emissions. As a final environmental benefit, lyocell fabrics are fully biodegradable. But there are of course also great aesthetic and functional advantages with lyocell fabrics. The lyocell fiber is quite heavy and fabrics have a good drape, the fiber is also strong in both wet and dry conditions while featuring a soft and luxurious hand feel as well as great wrinkle resistance. Fabrics made from lyocell also have good functional properties, fabrics are breathable, absorbent and transport moisture very well. We are proud to have taken this step forward and introduced this amazing quality in our range. It is an important move to reach our ambitious sustainability goals.


There are two sources of recycled cotton, generally speaking, known as pre-consumer and post-consumer cotton. 

Pre-consumer recycled cotton is often made by recycling dead stock fabrics which otherwise remain just that – dead and wasted. The fabrics are run through a process whereby the fibres are regenerated, whereupon new yarns are spun and fabrics woven. The main drawback of this approach is that some fibre length is inevitably lost in the process which makes the new fabric somewhat less durable than the original fabric but it can still be a great option to work with and Dr. Denim much prefers to re-use than to let go to waste. 

Post-consumer recycled cotton is not all that different, but rather than use dead stock fabric, second hand garments are broken down and new fabrics generated from the fibres. It remains a challenge to make such recycling environmentally and financially viable. Research is being conducted by specialists across the industry.


“We’re stepping up our sustainability game simply because it’s the right thing to do, as a brand we want our customers to trust us to do our best improving sustainability while remain committed to keeping the premium denim affordable”


Alexander Graah . Co-founder


We’re a small player but we’re not afraid of to question the industry standards, explore new materials, techniques and with product development and smart design solutions we aim to use primarily sustainable fibers by 2022 in our collection. We would like our customer to feel confident in finding their eternal style with Dr. Denim and invite them to take an active part in our mutual journey toward a more sustainable society. 


  • Dr. Denim encourages long life over fast consumption
  • We would like our customer to feel confident in Dr. Denim
  • Our goal is to primarily use sustainable contents by 2022
  • Help us reach our goal faster by purchasing items tagged with sustainable fibers or organic cotton


We define sustainability through an approach that addresses not only the direct environmental effect, but also embodies the vision of denim and fashion as a guiding force within our surrounding world. By contributing to this larger aspect with lasting products fashioned from sustainable materials in the perfect fit, we are encouraging long life over fast consumption. With an aim that a great majority of our materials will be sustainable by 2022 and with clear guidelines for production and ethical aspects, a positive influence, both short and long term, this will be made possible. These targets will be reached by letting the value of this foundation speak for itself – that Dr. Denim is not afraid to question the status quo, explore new approaches and materials or create designs that age gracefully and live longer. 

By citing sustainable, we do in fact mean using fibers such as organic, recycled cotton, dead stock materials and non-cotton fibers made from plant fibers (e.g. hemp, cellulose-based fibers, etc.). Our designs avoid the use of fur or feathers in collections. And, on those few items where we use leather in our production, our policy states that such leather must be made from left overs from the food sector and may not contain any leather from animals raised solely for the making of clothing. All garments which feature sustainable materials are labeled as such.


For further info on our Corporate Social Responsibility please read here