Don’t wash your Cantao jeans, freeze them

In an effort to imprint an edge on its line of jeans Rio de Janeiro-based brand Cantao – a member of Texbrasil, the Brazilian Fashion Industry Internationalization Program, developed by Abit in partnership with Apex-Brasil (Brazilian Trade and Investment Promotion Agency) – is investing in sustainable items with the launch of its Jeans Cool line. The company’s new trousers come with a special package that goes in the freezer, saving on water used for washing after each use.

According to the company, the skinny jeans were developed with a soft wash that consumes up to 75% less water in the manufacturing process. And to allow consumers to save on water, they come with a special plastic package so that instead of washing them in the washing machine, the jeans can be placed in the freezer. “The idea is to clean this garment without needing to use water for this, leaving it free of bacteria and allowing the fibers in the jeans to last longer,” says Cantao‘s senior jeans and serge designer, Mariana Santana.

According to Santana, testing was done that indicated that freezing for at least 24 hours considerably reduces odors and, over time, makes the garment softer, “in addition to preserving the original color of the jeans,” she says. Keeping jeans in the freezer does not get rid of stains, but it does save on washing. Mariana says that to produce the Jeans Cool line, Cantao uses Covolan denim, whose dye consumes 40% less water in the dying process and 75% fewer chemical products. Moreover, the manufacturer ruses the water used in production, the designer points out. The fabric is holds the BCI (Better Cotton Initiative) seal, for cotton grown sustainably, with fewer pesticides and in line with fair labor relations and social development.

Founded in 1967, Cantao specializes in womenswear and has a factory in Rio de Janeiro. The company launches four collections each year, with 600 models per collection, including denim, circular knit fabric and serge. Cantao has 16 retail shops and 40 franchises, serving over one thousand multibrand retailers nationwide in addition to exporting to countries such as Australia, Portugal, Spain, Japan, the United Arab Emirates and the U.S.A.

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