Liu Jo Better Denim

Liu Jo and denim is a love story which started with the launch of Bottom Up – revolutionary jeans whose secret to success is a unique, clear product concept: highlighting, not hiding; shaping, not removing. Denim’s personality has undergone plenty of changes over the years. An iconic product marks a new milestone today, inaugurating a green (r)evolution with the Liu Jo Better Denim capsule. A special selection of 13 denims that focus on sustainability, preserving the Liu Jo’s heritage in indigo canvas, creating a fascinating challenge: renewal, while remaining faithful to its distinctive traits. An unequivocal payoff, “Less impact, same style”, accompanies this message. The promise of a unique balance, combining the goal of reducing our environmental impact with the values that have always distinguished Liu Jo, glamour and femininity, in a single capsule.

Better Denim Better Denim

A better choice

Step by step, towards a future to be built together. Anna Ewers is the performer of a figurative walk which aims to protect the planet; inviting a conscious choice – combining loving denim with loving the environment. Empowerment thus translates into even stronger awareness, giving a face to unprecedented femininity, which is created amongst graphic imagery with a natural inspiration and lush leaves. A new chapter opens, that of #Naturalglam.
Better Denim Better Denim
Better Denim Better Denim
Better Denim The rear label is made from scraps of apple peel. The denim fabric is made with sustainable materials.
The rear label is made from scraps of apple peel. The denim fabric is made with sustainable materials.
Better Denim
Better Denim The buttons and zip are made of natural aluminium alloy. The stitching comes from cellulose tencel fibres dyed with eco-sustainable dyes.
The buttons and zip are made of natural aluminium alloy. The stitching comes from cellulose tencel fibres dyed with eco-sustainable dyes.
Better Denim
Better Denim Better Denim
Better Denim Better Denim
Better Denim The rear label is made from scraps of apple peel. The denim fabric is made with sustainable materials.
The rear label is made from scraps of apple peel. The denim fabric is made with sustainable materials.
Better Denim
Better Denim The buttons and zip are made of natural aluminium alloy. The stitching comes from cellulose tencel fibres dyed with eco-sustainable dyes.
The buttons and zip are made of natural aluminium alloy. The stitching comes from cellulose tencel fibres dyed with eco-sustainable dyes.
Better Denim