prAna eco-denim with ozone & laser


prAna produces eco-denim with ozone & laser

Against Dirty Denim

The iconic blue trousers, unfortunately, go hand in hand with environmental pollution and human rights violations. Not so with prAna denim! Since 2018, the Californian company has been committed to 100% fair-trade organic cotton. For autumn/winter 2020 it also starts working with ozone and laser technology to avoid poisonous and aggressive washing processes. Both technologies offer a more sustainable way of designing denim. Overall, the use of chemicals can be reduced by 85% and water consumption by 65%.

The denim trouble: cotton cultivation and production require thousands of liters of water and the used and vintage looks are made by hand employing the most toxic chemicals.

PrAna’s change to 100% organic cotton in the beginning of 2018 already had a huge impact on their denim styles and significantly reduced the company’s ecological footprint. For its autumn/winter 2020 denim styles, prAna has paired up with the spanish start-up Jeanologica and has opted their laser and ozone technology. Both technologies allow denim designs to be drafted on the computer and transferred to the fabric by machine.

The requested and drafted washing, bleach or wearing effects are applied to the denim product by laser. So, no toxic chemicals need to be applied by hand anymore. The ozone technology then bleaches the jeans to the desired colorway. Instead of bleach and water, ozone gas is added to the denim-style in a big tumble dryer. The original color fades when in contact with the gas. The effect is the same as if the product would bleach outdoors in the sun. However, due to the high concentration, the original color fades much faster than in a natural way. The ozone gas is then mixed again with atmospheric components and decomposes into oxygen before being released into the air.

By implementing both technologies, it is possible to significantly minimize the use of electricity, water and chemicals. prAna has examined the production cycle of 120 denim styles from the Autumn/Winter 2020 women’s collection and has come to the following conclusions (figures refer to the entire production process):

  • The use of chemicals is reduced by 85 %.
  • Water consumption is cut by 65%.
  • Energy consumption will be lowered by 50%.

Fully in line with its slogan “Clothing for Positive Change”, prAna presents denim styles for a sustainable future, fair and healthy working conditions and a blue planet.

About prAna: prAna clothing and gear is made with intention – that every detail – from trim and fabric to hangtags – is carefully designed to enhance our lives today while still considering the needs of tomorrow. For more than 22 years, this vision has been at the root of prAna’s relationships with customers and retailers. prAna clothing is designed in Southern California with style and versatility in mind. prAna is deeply committed to mitigating the impact they have on the environment in manufacturing and selling its clothing and that all products are made in safe and fair working conditions. prAna is sold in five flagship stores, online at, and in 1,400 specialty retailers across the US, Canada, Europe and Asia. prAna is one of the portfolio brands of Columbia Sportswear Company (COLM).

Media Contact Europe
Josefine Hille
0049 (0)89 30 76 66–42
3209 Lionshead Ave
Carlsbad, CA 92010

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