Shop them before they sell out.

By Katie Holdefehr
Updated September 06, 2017

Everlane, a clothing company known for its high-quality basics and transparent pricing model (including a “Choose What You Pay” option), has finally launched a brand-new denim line. Launching today, September 7th, the collection includes three styles for women—the high-rise skinny, the mid-rise skinny, and the modern boyfriend—and two styles for men—the slim fit and the straight fit. To start, the color options will stick to the classics: black, white, light rinse, and denim blue. With each pair selling for $68, this everyday jean is a worthwhile investment in more ways than one.

While Everlane launched its first t-shirt in 2011, the company’s denim line took nearly six years to produce, in large part because the company had to find an environmentally-friendly method for making the pants. “The truth is, denim is a dirty business,” said Michael Preysman, Everlane’s CEO, in a press release. “The industry is notorious for leaching dangerous toxins into the ecosystem. Factories take advantage of inadequate regulations and dump contaminated water directly into the environment.” To avoid becoming part of the problem, the company had to wait to find the right factory. Eventually, Everlane found what they were looking for at Saitex, a denim factory in Vietnam, which recycles 98 percent of its water and is LEED certified.

Then came the challenge of sourcing denim. Rather than follow the industry trend of super-stretchy denim, Everlane went with a Japanese 11-ounce denim with just two percent stretch. According to Preysman, denim has become “too damn stretchy” over the past 10 years, and he’s excited the trend finally seems to be turning. These jeans were designed to keep their shape, while just a touch of stretch makes them comfier. In a cutting-edge fabric, modern silhouettes, and made by the most environmentally-friendly process around, these jeans not only feel good, but you can feel good about wearing them.

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If previous Everlane product launches are any indication, these jeans are likely to sell out fast. If you’re in New York City, Los Angeles, or Portland, you can RSVP to one of their launch parties to try on a pair in person.