PrimaLoft® P.U.R.E.™

P.U.R.E. is a new insulation-manufacturing technology that removes the need for heat to melt bonding fibers.


Most denim producers dye their fabric with synthetic indigo on huge production lines that use a lot of water and energy. Indigo doesn’t adhere readily to denim, which makes the dyeing, rinsing and garment-washing process resource intensive. We once used indigo to color our denim, but now we employ an innovative dye process that colors it with sulfur dyestuffs that bond more easily to denim fabric.

Turn Down the Heat

We partnered with PrimaLoft to develop insulation that self-bonds and self-cures through exposure to air instead of being baked in ovens.

By using 100% recycled polyester combined with PrimaLoft® P.U.R.E.™ technology in our Nano Puff® styles, we reduced the carbon emissions by 52% compared to using insulation produced with conventional production methods.

Where We Are

Using Advanced Denim technology results in much shorter production lines that consume less water, less energy and emit less CO2e than conventional synthetic indigo denim dyeing*. Advanced Denim helps save 84% less water (L) , 30% less total energy (MJ) , 50% less electricity (kWh) , 25% less CO2e (kg) , and 33% less steam (m3).

*Resource savings are derived by comparing our new denim-dyeing process with that of conventional synthetic indigo denim.

What’s Next

Our goal is to relaunch denim in Fall 2021; we may continue to use the same technology or use new technology that has lower environmental impact than conventional denim-dyeing process.

Advanced Denim technology has been used by several small brands in Europe, but ultimately it is not widely adopted. Lack of widespread adoption is likely caused by added cost and low customer demand. In bringing this technology to market, we hope to inspire other brands to consider how this technology could fit into their line.  Fortunately, there are dozens of denim mills in a variety of regions that have the capability of running Advanced Denim technology, so increased adoption is promising.

PrimaLoft® P.U.R.E.™
Popular searches