How Ethical Is Just Jeans?

By September 6, 2018Fashion

Founded in 1970, Just Jeans defines itself as the “Australia denim destination” and prides itself on its expertise in all things denim. The brand sells its own line, as well as some of the world’s leading denim brands, including Levi’s, Riders by Lee, Mavi, Guess, True Religion, NYDJ, Calvin Klein Jeans and Wrangler. With now more than 400 stores around Australia and New Zealand, how does that brand rate on its environmental, labour and animal welfare policies? We ask, how ethical is Just Jeans?

Environment: Very Poor

Unfortunately, Just Jeans does not publish sufficient relevant information about its environmental policies for Good On You to give a higher rating. Transparency is the first step towards sustainability, that’s why Just Jeans, and other brands which do not disclose enough information, get a “Very Poor” rating.

Labour: Not Good Enough

Based on its grade in the 2018 Ethical Fashion Report, we rated Just Jeans ‘Not Good Enough’. The brand has a Code of Conduct that covers all of the International Labour Organisation principles, however it has made little to no progress towards ensuring payment of a living wage. What’s more only some of the brand’s facilities have worker empowerment initiatives such as collective bargaining or right to make a complaint.

Just Jeans does trace some of its supply chain, including a portion of the final stage of production although it is unlikely it publicly lists its suppliers. It also audits some of its traced facilities over a two-year period.

Animal: It’s A Start

Just Jeans does not use fur, down, angora, or exotic animal skin or hair, which is great! However, it uses leather and wool without stating its sources, which is problematic as the welfare of workers or animals cannot be guaranteed if the source is unknown.

Overall Rating: Not Good Enough GoY-Ratings_2

Overall, we rated Just Jeans ‘Not Good Enough’. Despite its knowledge and experience in denim, the brand’s lack of transparency on environmental policies, animal-products sourcing and poor labour practices means it is not a great option for us ethical fashionistas.

Just Jeans could improve its score by being more transparent about its practices, where it sources its materials, or even better, by not using any animal products at all.


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Hopefully, we found some ‘Good’ and ‘Great’ ethical alternatives which do have a denim, as well as ethical and sustainable expertise!

Ethical Alternatives

Kuyichi 

Boyfriend Jeans | | Ships internationally

Dutch denim brand Kuyichi was founded in 2001. Afters seeing the polluting cotton industry in Peru, the brand started using a high-proportion of eco-friendly materials and began taking steps to reduce its greenhouse gas emissions.

MUD Jeans 

Cropped Mimi | | Ships internationally

Dutch circular denim brand MUD Jeans allows customers to shop guilt free and do good for the environment, while looking fashionable and modern. They’re rated ‘Great’ for Planet, People and Animals thanks to their high-quality, long-lasting, ethical and vegan jeans!

Outland Denim 

Dusty in Bondi Blue | | Ships internationally

Outland Denim makes premium denim jeans and basics, and offers ethical employment opportunities for women rescued from human trafficking in Cambodia. A good proportion of its product is certified by Oeko-Tex Step and they use eco-friendly materials, including organic cotton.

DEADWOOD GoY-Ratings_4

Dash Raw Black | | Ships internationally

Celebrating ageless rebellion and free-spiritedness, Stockholm-based DEADWOOD creates recycled leather jackets, aiming to reinvent how we think about fashion. It recycles cut-offs created during the manufacturing process and traces suppliers in all of its supply chain.

Kings of Indigo GoY-Ratings_4

John Jeans | | Ships internationally

Kings of Indigo makes quality denims, tops and accessories inspired by American classics with a Japanese eye for detail. The brand uses GOTS organic cotton as well as recycled cotton and wool, and avoids all chemicals from the REACH chemical list.

Monkee Genes GoY-Ratings_4

Organic Wide Fit Skate Cropped Jeans | | Ships internationally

Monkee Genes supports the relief of child labour and poor working conditions by creating vegan and organic jeans. It works with factories who provide safe working conditions and a decent living wage.


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Feature image via Just Jeans. All other images via brands mentioned.

Solene Rauturier

Author Solene Rauturier

Originally from France, Solene is currently Content and Community intern at Good on You.

More posts by Solene Rauturier

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