Denim is a dirty business. It takes 7500 liters of water to make a single pair of jeans. So, how do we break the cycle and begin to repair the damage done? “When I started Lola Jeans back in 2006, I was not really thinking about my impact on the environment. I was running around with a duffle bag full of samples, trying to follow my dreams and build a fashion brand from the ground up. Ignoring (or trying to ignore) just how polluting our industry is.” - David Abissidan. We are building an ethical supply chain that creates sustainable, affordable, premium denim. Driven by a circular economy, our mission is to create timeless designs that are authentically rooted in denim. From responsibly sourced fabrics to ozone washing, and laser finishing, we have reduced our water consumption by 80%.