A few years ago, I learned denim is the least sustainable apparel item. Producing jeans requires significant water and chemical consumption, contaminates wastewater, and is often manufactured using unfair and unsafe labor practices.

Though denim sounds like a niche category, more than two billion pairs of jeans are sold yearly. As an advocate for our planet, I ideated how to help. I decided to launch Proper to help make the denim lifecycle more sustainable.

At Proper, we believe we can create a brighter, more sustainable future, one jean at a time.

Proper is focused on two things:

1. Educating consumers on how conventional denim production harms the planet and offering sustainable alternatives. Check out our blog, Properly Blue, here.

2. Diverting post-consumer denim from landfills by offering a Take Back program where we turn preloved jeans into art.