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February, 21st 2021

It has never been easier to support a local community and nurture a circular economy, all you have to do is wear your favourite pair of jeans!

Words By Dina Abedini Niknam

Montse Bayen and Núria Nubiola, a biologist and an ambientologist, founded Back to Eco in 2016. The drive behind this initiative was to repurpose waste materials into new products. The pair wanted to reach back and reconnect to our simple human roots of repairing and reusing our items. Bayern and Nubiola have been working together since 2013 and through a lot of experimentation they finally designed and created a bag using their friends’ old jeans. “Since our first bag, more than 20 tons of post-consumer jeans have passed through our hands. We have worked tirelessly to create our business model based on a circular economy that could benefit our society and the planet”. The question you are probably asking now must be, what does Back to Eco have to do with Infinitdenim? Staiy is here to clarify.

In 2019 the Barcelona based brand created its own eco-recycled fabric that they called Infinitdenim. When they joined the fashion industry in 2020 by launching their first clothing line made using their own fabric, they decided that the fabric has to be the center of the brand, and hence converted the fabric name to the overall brand name. Even though the name was later changed, the beliefs and values of the brand stay the same and the company “continues to work as a non-profit association”.

 Since creating their first bag, Infinitdenim has gone through 20 tons of post-consumer jeans. “We have worked tirelessly to create our business model based on a circular economy that could benefit our society and the planet”. Back to Eco still carries a significant meaning to the brand. They kept the name, which now symbolises their goals and ambitions as they believed it still encapsulated the core of their mission. Among other things, to them the phrase stands for creative innovation, participation and social activism, and the demand for an ethical and sustainable fashion at the local level. 

Infinidenim believes in a circular economy and in sustainability in all aspects of production. All products are also produced in the brand’s own local workshops, ensuring reduced CO2 emissions and quality control. The dyes used for their jeans are registered with R.E.A.C.H. The dyes are sustainable due to a number of reasons, one of which being that the production of is “characterised by having low energy and water consumption”. They believe the chain starts with design, which is why they have a criteria consisting of points such as: avoiding materials that are hard to recycle, creating patterns that maximise the use of the fabric, and creating appealing products that are made of at least 50% recycled materials

Speaking of, the materials also have to stack up against an environment-conscious criteria. For instance, fossil-fuel derived fabrics such as polyester are avoided, materials should either consist of recycled or organic compounds, and they have to be purchased locally to reduce the carbon footprint of the delivery process. Of course, they also use their own Infinitdenim fabric, locally produced in Catalonia, and consisting of 30% post-consumer denim, 30% recycled pre-consumer cotton, and 40% cellulose from sustainably cultivated forests. To Infinitdenim, the concept of a circular economy goes beyond simply transforming materials to be continuously reused, more specifically, it goes beyond production. They do, of course, advocate for reducing consumption and the associated creation of waste, the duo says the following: “the circular economy that we defend is also a way of visualizing the world. This is an economy that goes beyond the particular benefit, since it bets for a global profit in which in every transaction we all win”. All the work that the members of Infinidenim invest in, all their connections made and people educated, everything is driven by the desire “to move forward – together, towards more friendly economic models with [both] the planet and with people [in mind].”