In the world of denim, too many chemical substances are used and over 45 liters of water are employed to wash each denim item. At IOU we are trying to reduce the environmental impact we have on the planet, so we use water-less and stone-wash processes which are sustainable. We also recycle left-over pieces of lungi to create special details in pockets, inside yoke and other essentials that make each denim article 100% unique! Feel free to contact us if you have any questions about our denim or other items. We love to share our story!