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again&again | đź“ŤIllinois

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Wildly comfortable jeans designed to never be thrown out

Brandon's Review
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What’s your story? Marcus saw the waste inherent in the apparel industry firsthand while working in operations at Nike. Curious to see if there was a more sustainable way to produce clothes (while still being economical), he put his material science engineering degree and MBA to work. He decided to start big by tackling jeans, a closet staple is known for its wastefulness, and spent the next six months conducting research, calling mills around the world, and holding try-on parties in his apartment. The result: again&again - wildly comfortable jeans designed to never be thrown out.   What is your "why"? Simply put, jeans are uncomfortable and wasteful. We wanted to create a pair of jeans that didn’t suck (for you or the planet). It takes upwards of 2,000 gallons of water to grow the cotton necessary for a pair of jeans. And what’s worse, most jeans are sent straight... Read More

What’s your story?

Marcus saw the waste inherent in the apparel industry firsthand while working in operations at Nike. Curious to see if there was a more sustainable way to produce clothes (while still being economical), he put his material science engineering degree and MBA to work. He decided to start big by tackling jeans, a closet staple is known for its wastefulness, and spent the next six months conducting research, calling mills around the world, and holding try-on parties in his apartment. The result: again&again – wildly comfortable jeans designed to never be thrown out.

 

What is your “why”?

Simply put, jeans are uncomfortable and wasteful. We wanted to create a pair of jeans that didn’t suck (for you or the planet).

It takes upwards of 2,000 gallons of water to grow the cotton necessary for a pair of jeans. And what’s worse, most jeans are sent straight to landfill after a knee gives out or styles change. Today even the most sustainable players in the market turn jeans into housing insulation. Marcus had seen other companies turning old shirts into new ones, and he asked why the same couldn’t be done for jeans.

Marcus’s material science engineering degree came in handy after all. He called every textile recycling mill in the world and sourced 300 denim samples. His apartment filled with fabric, Marcus invited friends over to test each sample until they selected one softer than cotton that could be upcycled to make brand new jeans. The winner: a 100% Tencel lyocell fabric from Japan. The fabric comes from eucalyptus trees, which require just 5% of the water that cotton-based jeans do, and once worn, it can be turned into brand new jeans again and again. From there, Marcus partnered with serial entrepreneur and branding expert, Paul Earle, and together they launched again&again.

Marcus and Paul believe clothes only truly make you feel amazing when you love the way they feel and how they represent you. again&again is on a mission to inspire everyone to live circularly, starting with a closet staple: jeans. again&again offers more comfortable jeans designed to never be thrown out, but instead upcycled into a new jean and worn again and again (and again and again).

 

What’s your flagship product?

The again&again men’s slim-fit perennial jean is the only pair of jeans you’ll need again. Made with 100% lyocell fabric, the jeans are softer, lighter, and more breathable than cotton. And because of their single fiber construction, they can be turned into brand new jeans again and again (and again).

 

Why does sustainability matter?

Many companies today make “sustainable” jeans that incorporate organic cotton or partially recycled materials, but to us, those efforts felt like half-measures. We wanted to build a jean that could live on forever…not as housing insulation but as jeans. So we made it: a jean that is truly circular, eliminating the need for virgin materials, forever.

Every element of again&again jeans’ design is focused on sustainability – from our use of deadstock buttons and zippers that were otherwise landfill-bound to the single lyocell fiber and rivet-less design to facilitate upcycling into new jeans. Once you’re done with your jeans, send them back to again&again for a discount on your next pair and keep the cycle going.

 

Do you contribute to your local community?

again&again has partnered with One Tree Planted. We donate a tree for every pair of jeans sold.

 

Less
  • $30-150

  • Marcus Schneider and Paul Earle

  • 2019

  • Chicago, IL

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