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Pepe Jeans taps into ethical market with Tru-Blu

Pepe Jeans is the latest denim brand to explore reduced water consumption in its denim production.

A collection called Tru-Blu, which avoids chemicals and reduces water volume, will launch for autumn 12. Levi’s launched its WaterLess jeans, which reduce water consumption by an average of 28%, in spring 11. Tru-Blu covers all of the 24 styles in the mainline in three different washes. Wholesale prices, which will be the same as the mainline, will range from £30 to £36.

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