Denim brand DL1961 is partnering with the model, Ella Richards for their new Digital Tag campaign. The project launched with the “Ella Jean” named after the model, and as a denim fanatic herself, and granddaughter of Rolling Stones icon Keith Richards, Ella is the perfect muse for the label's attempt to merge provenance and attitude.

Frustrated at the denim industry’s continued greenwashing and lack of transparency - don't forget DL1961 are the brand that launched with a patented denim fabric and subsequently made it their business to lead the 'circular denim economy'- their new digital tag tracks environmental impact from fiber to finished garment.

With their Ella jean, you'll find a QR code on the inside waist of the trouser. You'll then get to  see your jean’s journey throughout its making - showing you exactly how much water, energy, and recycled materials were used along the way. 

According to DL1961, approximately 2 billion pairs of jeans are made every year, with 2 million tonnes of chemicals used and 2,630 litres of water too.  As more of us call for greater transparency into Who Made Our Clothes, this digital tag is part of a growing trend (See Sheep Inc's sweaters we covered back in 2020 and their sheep-to-sweater tag) and we hope it spurs other brands on, including the biggest of denim labels around.

The Ella jean is now launched, so learn more about the denim industry’s first vertically integrated digital tag of its kind HERE