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The Weekend Edition

KEEPER DENIM MERGES SUSTAINABILITY AND STYLE WITH ECO-FRIENDLY JEANS RANGE Originally published 5 December 2019 by Georgia Brooker on The Weekend Edition. Read the full article here For the socially conscious, finding a decent pair of jeans that are both eco-friendly and well-fitting is comparable to discovering a needle in a haystack. Enter Keeper Denim, the Melbourne-manufactured denim label challenging the fast-fashion industry, which produces a whopping six billion pairs of non-sustainable jeans each year worldwide. The denim-making journey began when Keeper Denim’s Founder, Kate Bartuccio watched The True Cost – a documentary that focused on the garment industry within the developing world. Overwhelmed by the unsustainable and unethical business model of the fast-fashion industry, Kate wanted to be part of the solution – thus, Keeper Denim was born. To combat waste and environmental impact, Keeper Denim’s jeans are ethically crafted and detailed by expert artisans in small toxic-free production runs using sustainable materials like organic cotton and recycled materials. Keeper Denim produces all your favourite cuts, including high-rise, skinny, and ankle-cut jeans to suit all shapes and sizes. Considering each and every detail, every pair of jeans even includes a vegan-friendly brand patch. Are you after some wardrobe staple-worthy jeans that are circa-2001 Britney and Justin approved? Keeper Denim’s first product – The Elwood Skinny Jean – are now exclusively available to purchase through their Kickstarter campaign.

The Post Newspapers

FINDERS, KEEPERS Originally published 7 December 2019 by The Post Newspaper.⁣ Read the full article here on page 76. How often do you think about how the clothes you wear affect you and the environment? Keeper Denim is a new West Perth-based startup proving that it’s possible to merge sustainability, ethics and style. The label is challenging the “fast fashion” industry and its low-quality mass-produced clothing, poor working conditions and its harmful effect on the environment. By using small production runs and sustainable materials such as organic cotton and recycled materials, Keeper Denim makes ethical jeans with reduced waste and minimal environmental impact. The company says that conventional cotton, which is used to make most jeans, is grown using a host of synthetic chemicals, accounting for approximately 16% of the world’s insecticide use and more than 7% of the world’s pesticide use. These cause damage to the environment and they are also harmful to the health of both farmers and consumers. According to Keeper Denim, globally, six billion pairs of conventional, non-sustainable jeans are made each year, with a chemical intensive production process involving heavy metals and bleach. Working with such substances has a negative effect on both the health of the garment workers and the environment. When you wear clothes containing these toxic chemicals, they can be absorbed through the skin. Keeper Denim is hoping to solve these issues by using organic cotton and a toxic-free production process to make comfortable and stylish jeans. Kate Bartuccio, Founder of Keeper Denim, wanted to follow her passion for style and sustainability. “I watched a documentary called The True Cost, which focuses on the fast fashion industry and the many sweat shops in the developing world,” she said. Keeper Denim’s Elwood skinny jean is available through their Kickstarter campaign.

The Herald Sun

ETHICAL BRUNSWICK BRAND, KEEPER DENIM NEEDS KICKSTART TO LAUNCH SUSTAINABLE LABEL Originally published 7 December 2019 by Grace McKinnon Leyton in The Herald Sun. Read the full article here. Uber-cool new Brunswick brand Keeper Fashion’s #GirlBoss co-founder is fighting fast fashion – and looking good while she does it. Here’s how you can help kickstart the sustainable label. Brunswick-made jeans from Keeper Denim are one of the few sustainable denim brands in the country. But they need help to get off the ground. Made from Australian sustainable materials including organic cotton and recycled materials, the innovative Aussie brand is fighting fast fashion – and looking good doing it. The brand source denim from organic suppliers with a transparent supply chain to help minimise their environmental footprint and look after their farmers, garment workers and consumers. Keeper Denim Founder Kate Bartuccio said keeping it local in Brunswick meant garments could be ethical from start to finish. “It was really important to us to have our jeans manufactured in Australia as this supports local economic growth and increases employment opportunities,” she said. “Our jeans are crafted and detailed locally by expert artisans in a factory in Brunswick East. “It is certified by Ethical Clothing Australia, which ensures local garment workers are paid fairly, receive all their legal entitlements and work in safe conditions.” The first product released of the line was the Elwood Skinny Jean – a high-waited, skinny, ankle cut design. Ms Bartuccio said garment workers is the developing world were forced to work in unsafe conditions with low wages and limited rights, and this was the real cost of fast fashion. She said the brand was asking consumers to think about where their clothing comes from, and to realise someone else is paying the cost of cheap garments. Keeper Denim are still in their infancy and asking Melburnians to buy a pair and join the “denim revolution” to get their first major line of production up.

The Dark Side of Denim

Have you ever wondered what goes into making a pair of jeans - how the denim is dyed or how you get that faded, slightly worn look This fashion staple has a timeless style, but what you might not know is your jeans may hold a dark secret, one that is harmful to both the factory workers and the environment. “Currently, 5 billion pairs of jeans are produced every year. To produce these, about 420 million m3 of water and 900,000 tons of chemicals are used and over 2 million people are exposed to techniques that are detrimental to their health.” - Carmen Silla, Director of Marketing and Communication at Jeanologia See below for some more detailed examples of the process’s denim goes through to transform it into a pair of jeans: Textile Dyeing The manufacturing of conventional denim often includes several chemical-intensive washes. These washes can contain heavy metals such as manganese, cadmium, chromium, mercury, lead and copper, which can be poisonous to the nervous system and carcinogenic. The contaminated water leftover from this process is then often dumped into surrounding rivers and streams, polluting local drinking water supplies, impacting the health of the people who live in the local area. We chose to source our denim from ISKO as it’s been awarded with the Nordic Swan Ecolabel. This means the denim has been tested to make sure it doesn’t contain chemicals that are harmful to either our health or the environment. ISKO also have a filtration system that cleans the water used during the manufacturing process of their denim, so it can be recycled and re-used. Therefore, they can reduce water usage and pollution. Denim Fading Sandblasting is one of the most common methods used to fade the colour of denim today. A high-pressure hose filled with sand is used to literally blast it onto the denim, which fades and softens the denim at the same time. Although this may make jeans look amazing, it can be harmful to the health of the factory workers. They breathe in small particles from the sand which can become trapped in their lungs, causing illnesses such as lung fibrosis and emphysema. Many factory workers in the developing world are aware of the impact this process can have on their health, however they are forced to continue to work, earning as low as $70 a month just so they can support their family. So, is there a better way? Yes! There are more ethical and sustainable ways to create this worn look, such as the use of lasers or manual techniques. At KEEPER Denim we have chosen to use a more ethical and sustainable alternative. Once our jeans have been sewn together, our denim artisans use a brush to lightly fade the fabric. This minimises our impact on the environment and creates safer working conditions for our garment workers by reducing their exposure to chemicals during the manufacturing process.

Startup News WA

FASHION FORWARD: KEEPER DENIM'S SUSTAINABLE AND ETHICAL STYLE Originally published 18 November 2019 by Taysha Sullivan on Startup News WA. Read the full article here WA fashion startup Keeper Denim has launched a Kickstarter campaign to fund its first product, the ‘Elwood Skinny Jean’. With over 6 billion pairs of jeans produced by the conventional denim industry annually, new label Keeper Denim is going against the trend of mass production to start a denim revolution. Proving that it’s possible to merge sustainability, ethics and style, Keeper Denim uses production methods that aim to make ensure customers “look and feel great” about their purchase. Every pair of jeans is ethically made in Australia from sustainable materials, including organic cotton and recycled materials, with small production runs, designed to reduce waste and minimise their environmental footprint. Founder Kate Bartuccio said a background in design and a passion for sustainable living began the Keeper Denim journey. “Our journey began when I had been working in the corporate world for a few years and was looking for a change in my career. I wanted to work on a project where I could make a difference and follow my background in design and my passion for style and an ethical, sustainable lifestyle,” she said. With a clear passion, Bartuccio said a documentary highlighting unethical practices that take place within the fashion industry pushed her to start the label. “I then watched a documentary called The True Cost, which focuses on the fast fashion industry and the many sweat shops in the developing world, where most of the clothes we buy in the western world are made today. It opened my eyes to the devastating impact this industry is having on both the environment and garment workers,” she said. Over the last 18 months, Keeper Denim has done extensive research into the craft of manufacturing jeans and minimising the impact on the environment, as well as the people involved in the production process. “We chose to source our denim from one of the world’s largest suppliers of organic cotton denim and our jeans are made ethically in Australia. We have a transparent supply chain and consciously chose each supplier to ensure we minimised our impact,” Bartuccio said. This extensive research and passion for sustainability has resulted in Keeper Denim’s first official product, the Elwood Skinny Jean. “They’re a high-rise, skinny, ankle cut jean designed for women of all ages, shapes and sizes. We’ve considered each and every detail, including our vegan-friendly brand patch, made from a unique material called Jacron,” she said.

Green Goodness Co

THIS NEW ETHICAL AF ORGANIC DENIM BRAND IS DROPPING ON KICKSTARTER, GET ON IT! Originally published 1 October 2019 on Green Goodness Co. Read the full article here This NEW Sustainable Denim Brand is Ethical AF, Comfortable & Stylish No Wonder it is Shaking Up The Fashion World.  Hold on Kickstarter this brand is about to take off. We have a real and raw conversation with the founder and the inspiration behind Keeper Denim. How did you think of the product? I have always been passionate about fashion and style, but when I watched a documentary called The True Cost, it opened my eyes to the dark side of the fashion industry and I knew that I wanted to make a difference. After further research, I realised that the denim industry is one of the most polluting sectors within the garment industry. I wanted to create a brand that helps to educate people on how unsustainable the fast fashion industry business model is today so that people will start to think about the clothes they are buying and ask themselves, who made my clothes? where were they made? and what are they made out of? What makes it sustainable? Organic cotton uses a lot less water than conventional cotton and it is also grown without the use of toxic synthetic chemicals. Ensuring farmers work in safer conditions and the negative impact on the environment is reduced. The recycled polyester is made from post-consumer PET bottles. A manual brushing technique was used to fade the denim slightly to create a ‘worn’ look, instead of applying bleach to the fabric. The denim is Standard 100 OEKO-TEX® certified and has been awarded with both the Nordic Swan Ecolabel and the EU Ecolabel. What is your background? After working in the corporate world for a few years, I was looking for a change in my career, one where I could make a difference and follow my passion for style and an ethical, sustainable lifestyle. This is how Keeper Denim was created, a brand where style meets sustainability, by designing high quality, denim jeans for women, made from organic cotton and recycled materials, manufactured in Melbourne, Australia. What do you love about the product? When designing the jeans I thought about what I want in a jean. I also spoke to a number of women of all different ages, sizes and body shapes to see what they look for. I love a high-rise jean as it’s not only flattering on many body shapes but I find it’s also the most comfortable. The ankle cut length looks great on women of various heights but it’s also incredibly versatile in terms of footwear as you can wear them with flats, sandals, high heels and boots! The denim fabric has 2% elastane, which makes them super comfy for all different body shapes as they contour and mould to fit you. The dark denim is really flexible, as you can dress it down with a tee for a casual look or dress them up with a blouse/shirt and high-heels or boots.

Ekko. World

MELBOURNE MADE JEANS DESIGNED BY WOMEN FOR WOMEN ON KICKSTARTER Originally published 12 November 2019 on Ekko. World. Read the full article here Keeper Denim’s Ethical and Sustainable Jeans for Women have launched on Kickstarter. Keeper Denim Jeans are made from organic cotton and recycled materials and are manufactured in Melbourne, Australia. In sizes 4 - 18, the high-rise ankle cut Elwood Skinny Jean is now available to pre-order on Kickstarter. The Elwood skinny is designed to look great on any size woman as they elongate legs and taper at the waist, have strategically place bum pockets and the ankle cut goes with pretty much any shoe. The 92% organic cotton, 6% recycled polyester jeans are stretchy enough to be hug-gable, but comfortable. When Keeper Denim began their research, they were overwhelmed by the unsustainable and unethical business model of the fast fashion denim industry. They wanted to make a positive contribution to the industry and create jeans where style meets sustainability and that's how their line of jeans was born. The fabric used for Keeper Denim’s jeans is made from organic cotton, which uses a lot less water than conventional cotton and is grown without the use of toxic chemicals. It also contains recycled polyester, made from post-consumer PET bottles. The brand patch is made from vegan leather, the tote bags from organic cotton, swing tags from recycled paper, packaging from The Better Packaging Co and shipping is sent through Sendle. Kate Bartuccio is an ex corporate world workers, who was looking for a change in her career, one where she could make a difference and follow her background in design and passion for style and a sustainable lifestyle.  
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