By  on October 30, 2008

James Jeans is looking to beef up its green credentials by doing more than simply using organic cotton for the label’s second environmentally friendly capsule collection.

Seun Lim, creative director and co-founder of James Jeans, said efforts on the brand’s first eco-friendly collection introduced this fall centered on using organic denim and experimenting with organic dyes. For spring, Lim felt it was important to continue developing and expanding green processes. As a result, she began targeting one of the most chemical- and resource-intensive aspects of denim production.

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