Masada Jeans’ founder, Laurent David Vannucci, travels the earth and the seven seas in search of rare vintage denim. He carefully selects pieces for their exceptional quality and unique history.
Not only is the brand all about sustainability, but we also thought their washing process is quite unique and definitely worth looking into,
Vannucci doesn’t just sell the “ready made” denims. Actually, he takes each piece, redesigns, modernizes, and re-cuts it in their workshop in Tel Aviv. The reconstruction and treatment include sun exposure, and includes fading and washing the jeans with the salt from the Dead Sea. And all this is done physically in their workshop.
Masada treats each pair of jeans in an eco-responsible way with the abrasive salt crystals from the water of the Dead Sea. This wash treatment is claimed to conserve over 97.5% more water than traditional denim manufacturing washes.
Masada isn’t only about jeans, though. But also includes shirts, jackets, hoodies, sweatshirts, t-shirts, and accessories in their collections.
Masada Jeans are available to shop for on their website (with global access). And if you happen to be in Tel Aviv, make sure to pass by the brand’s brick-and-mortar store on Nachalat Binyamin Street.
We really became curious about this whole salt-washing process and wanted to find out more about. Stay tuned for our Q/A with Laurent David Vannucci coming up here @Denimology soon.
The post Introducing: Masada Jeans Made In Israel first appeared on Denimology.
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