Amazon’s New Conscious Denim Is About to Blow Your Mind

A great pair of jeans is pretty wonderful; a pair that’s made consciously is truly incredible. The two hero styles from Amazon Aware, the retailer’s new line of essentials made from organic and/or recycled products, are more than worthy contenders for favorite-pair-of-jeans status.

Such vaunted standing comes down to owning two categories: aesthetics and materials. This duo nails both.

First off, the cut is vintage-inspired perfection.

You know that pair of jeans you’re always on the hunt for? The one that’s straight-leg but flattering; high-waist but not over-the-belly-button; and liable to make your butt look really, really good. That’s these.

The “abbreviated” style isn’t a full-on crop but sits right above the ankle bone (the ideal spot for a denim hemline, if you’re asking this fashion writer). And the cut is that supremely flattering straight leg that often seems to belong exclusively to some vintage pair your best friend unearthed at a dusty secondhand shop. It’s snug at the hips and thigh but opens up under the knee.


Abbreviated Straight Leg Jean

Amazon Aware


By its very nature, a pair of blue jeans is versatile—but not all are created equal. A perfect basic silhouette like this is the kind that pairs with sneakers or your most party-ready heels. (Available in two shades and inclusive sizing, the darker rinse reads as slightly more formal if you can’t get behind the idea of “blue jeans” being formal.)

These jeans are backed by some serious conscious credentials.

Denim production is notoriously not-so-hot for the environment, a fact Amazon Aware is aiming to combat by using at least fifty percent recycled denim (certified as such by Global Recycled Standard).


Mid-Rise Slim Fitted Jean

Amazon Aware


Each pair in the initial range is crafted with the same conscious elements and masters the ideal mix of softness and structure—they feel great to the touch but aren’t so giving that they lose all semblance of a shape by mid-afternoon. (If you prefer a slightly slimmer silhouette, the above style is your best bet; it’s not a “skinny jean” but skims the leg more closely than the abbreviated style.)

Both are winners, though, and forgo super trend-driven elements for a classic look with sartorial staying power. And don’t forget that sort of buy-now-and-wear-forever status is a big piece of the conscious style puzzle, too: Purchasing something that isn’t destined to be worn a handful of times and discarded is vital to making the fashion cycle more thoughtful.

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