Patagonia has created a line of sustainable denim jeans for its autumn/winter 2015 collection. Sustainability is an issue in denim production as this typically involves the use of dangerous chemicals to grow conventional cotton and the creation of millions of gallons of wastewater in the dyeing process. In order to promote its new line of denim jeans, Patagonia clearly refers to the “filthy business” of denim, which has pushed the brand to rethink the entire process. Patagonia's denim is said to be made with organic cotton that is grown without chemical or synthetic fertilizers or poisonous pesticides. The process also avoids the environmental problems caused by sandblasting, bleaching and stonewashing the jeans. The new line of ethical jeans includes three models for men and three for women ranging from sporty to urban versions and different cuts.

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