RI x LaundRe: Jeans That Deserve a Second Chance

At River Island, we’re giving both you – and our jeans – a second chance at love. How? We’ve partnered with LaundRe, a leading London-based denim hub, to help us repurpose some of our old denim stock. Using low-impact laser, ozone and water-saving wash technologies, RI jeans are transformed with new finishes and fresh patterns so you can fall in love all over again.

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Let’s get into the details...

Who are LaundRe?

Founded by denim veteran Salli Deighton, the East London-based hub is on a mission to reduce textile waste and overproduction. They offer an onshore solution to retailers looking to update or refurbish denim by repurposing, refining and recycling jeans into new styles.

What’s the secret?

Using low-impact laser, ozone, and water-saving wash technologies, LaundRe revamps jeans in a flash. High-definition washes and intricate patterns appear without hazardous chemicals, creating fresh, on-trend denim with a fraction of the water, chemicals, and carbon footprint of conventional finishing.

Laser Technology magic

Forget water-intensive, chemical-heavy processes. Instead, it uses laser technology to create finishes, fades and patterns digitally and with lower environmental impact. From graphic finishes (including pretty florals) to new washes, its design possibilities are endless. Plus, each pair is finished in the UK.

What does this mean for RI?

Our Relaxed Straight Jeans are getting a serious glow-up. LaundRe has revamped and laser cut our denim to give them a new fresh feel.

Fashion that fits your style and your conscience? Now that’s worth a second chance.