By  on April 17, 2013

PARIS — “Glamorously green” has long been viewed as an oxymoron in the denim industry, but as new, ecologically friendly processing techniques are putting a greater focus on style, sustainability is becoming increasingly more fashionable.

It’s also becoming more upscale, even beyond the premium brands that have been the greatest champions of environmentally responsible jeans. Vienna’s Gebrüder Stitch (Stitch Brothers) has built what is arguably the world’s first made-to-measure eco-denim brand.

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