Some clothing companies call themselves green after making just a little effort to be more eco-friendly, but James Jeans just keeps improving. Co-founder and creative director of the line, Seun Lim, is moving swiftly forward, incorporating more eco-friendly practices each season.
For this fall's first eco-friendly collection, she focused on using organic cotton and experimented with organic dyes, but for spring, she has another idea -- focus on the process of washes, which is one of the most un-green aspects of denim production. She's trying out new forms of bleaching, using ozone rather than bleach, and she's using recycled rivets and buttons. But that's not the most exciting news.

James Jeans will offer a limited edition style from a special roll of denim. A friend of Lim's found the 2000 yard roll that has been naturally aging for what they estimate to be around 100 years. It's already faded and naturally flawed, so no washing or other effects were necessary.

Itching for a pair of your own? The brand's second green collection should be available at the end of February, ranging from $145 to $246. And you can expect James Jeans to continue its green efforts -- Lim doesn't see this as a fad, but as an ongoing process.