Forever in blue jeans

Uniqlo launches denim line for active lifestyles

BlueCycle reduces the amount of water and manual labour used to get the faded, worn-in look of jeans. (Photos courtesy of UNIQLO)

Uniqlo may not be the top-of-mind brand when it comes to jeans.

The global apparel retailer, however, is backed by its Jeans Innovation Center (JIC) in Los Angeles, California, in offering comfy, functional and eco-friendly denims under the LifeWear concept.

Recently launched at CentralPlaza Lardprao, the Uniqlo Jeans autumn/winter 2022 collection features different silhouettes, styles and colours to match active lifestyles of the biker, dance lover, foodie and traveller.

They were represented by Mario Maurer, Karnklao Duaysianklao, Teeradetch Metawarayut and Monthon Kasantikul, who donned their denim of choice at the "New Era Of Jeans" event.

Actors Mario and Teeradetch sported the Ultra Stretch Skinny Fit Jeans, ideal for bikers when straddling their motorcycles and food lovers who have a big appetite.

Loose Cropped Jeans were preferred by the girls, as they support Karnklao's moves on the dance floor and serve as versatile travel wear for Monthon's adventurous trips.

Mario Maurer.

The event also exhibited Uniqlo's sustainable BlueCycle approach to crafting jeans.

As environmental responsibility is important to Uniqlo, the JIC has revolutionised the manufacturing process by significantly lowering water consumption.

JIC's facilities employ lasers, bio-washing, nano-bubbles and other cutting-edge equipment for the innovative eco-friendly processing method, which compared to conventional washing cuts water usage by 90% on average and as much as 99%.

Jeans are finished to the same standard of quality with just about a teacup's worth of water.

Karnklao Duaysianklao.

The game-changing BlueCycle production is complemented by continuous improvement in other stages, from sourcing quality yarn to make the denim fabric and conducting daily wear trials to refine the silhouette.

The quality is enhanced by a partnership with Kaihara, a denim manufacturer based in Fukuyama in Hiroshima, Japan.

The best in fabric and fit contributes to the comfortable Uniqlo Jeans, whose affordability will also appeal to those who want to add more denims to their wardrobe.

Uniqlo Jeans for different lifestyles.

Doraemon Sustainability Mode toy and kid's T-shirt made from 100% recycled polyester.

Doraemon heads clothing campaign

Beloved anime character Doraemon is back for Uniqlo's global campaign "Join: The Power Of Clothing", which encourages customers to be a part of the brand's environmental activities.

They can participate in the "Buy And Join" and "Learn And Join" at Uniqlo brick and mortar or online stores.

The first activity involves purchasing eco-friendly BlueCycle Jeans or items featuring the Doraemon Sustainability Mode motif.

The latter include T-shirts, pocketable bags and a Doraemon toy, made from 100% recycled polyester recovered from plastic bottles.

For example, Uniqlo converts 13 and 24 discarded plastic bottles respectively into the recycled fabric for making the kid and adult T-shirts.

Based on the sales of the campaign items, Uniqlo's parent company Fast Retailing will donate up to US$1 million (35.3 million baht) in funding Nippon Foundation's ocean waste reduction activities.

Yoko Koga talks about reducing plastic usage in everyday life on a special website, where netizens can "Learn And Join" and become more aware of the marine pollution crisis and how they can take action.

The content also includes interviews with biological oceanographer, Ryota Nakajima and environmental specialist Keith Alverson, as well as messages from Uniqlo global brand ambassadors and LifeWear Special Ambassador Haruka Ayase.

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