You may have noticed it on the e-shop: the cutting-edge Dry Indigo technology completely revolutionizes the way American Vintage makes its denim. Take a closer look.
Jeans that are treated and coloured – without water! This revolutionary technique is called Dry Indigo® and is the result of dozens of years of research.
What’s Dry Indigo®?
This one-of-a-kind eco-technology makes it possible to reduce chemical products by 89%, water waste by 100% and energy use by 65% (compared to a classic process). All of this, compared to the production of classic jeans. As for colours, they are perfectly preserved, of course.
Last season (autumn/winter 2020-2021), American Vintage launched its very first pieces designed with this innovation: the ORYWOOD range. On the programme: a slate grey line, notably composed of an oversized jacket and carrot jeans with an 80s-inspired cut. This year, several pieces join the list, including the OTYBURG range: a unisex jacket and coat, and for women: a shirt, two 5-pocket jeans, dungarees, a jumpsuit and a jacket.
AMV Journal is a space dedicated to encounters, discovery and travel. Every week, explore the musts, portraits and inspirations of American Vintage and its creation studio.