Marithé & François Girbaud have invented the prewashed jeans effect now obtained with their new WattWash treatment, without using a single drop of water. Thanks to the introduction of the WattWash technology at their manufacturing plant, the creative pair has once more manifested its sympathies towards ecological and sustained development issues. The WATTWASH Revolution.

The WATTWASH Revolution

Marithé and François’s work on laser treatment for the past 15 years has resulted in the mastering of the normal aging and wear processes of denim. By using the concentrated energy of light to penetrate the fabric, they can multiply the creation of the effects of wear, patterns, or relief designs. This treatment of the material, baptized WATTWASH, is highly ecological, as it is “97.5% water-free”, and so economizes 347 pints of water per item compared to standard prewashing methods. A good omen, as water represents an increasingly rare and endangered natural resource.

Revolutionary jeans

Since the 60’s, Marithé & François Girbaud have given us their inventive and original interpretation of the world of denim. Today, they are writing a new chapter and continuing the revolutionary story of jeans. Let us not lose sight of the fact that jeans remain a clothes symbol and have served many a cause. They have travelled over centuries and continents, social classes and generations; they have incarnated the dream of the hippy revolution, reconciled masculine with feminine, and the casual with the smart.

WattWash prolongs this story and links technical performance with a human and cultural adventure.

David Choel ©modemonline.com

More informations : site de Marithé + François Girbaud