100% eco friendly and sustainable jeans
Born in 2020 from the hand of Beatriz Rivera, a restless entrepreneur whose values try to go beyond simple marketing, Bluyins tries to value the fashion sector as an instrument of social transformation through the development of a product, its jeans, created from the commitment and socio-economic and environmental responsibility. In the words of this entrepreneur from Madrid, “we create jeans with our own expression, sustainable, high-quality jeans that make us feel unique and that last forever.”
What is Bluyins and what should we know about it? Why should we buy and where can we find Bluyins?
Bluyins is a sustainable and customizable denim brand. We make self-expression, eco-efficient, and high-quality garments that make us feel unique and last forever. We are a brand created in Madrid in December 2020 that defends the Made in Spain and bets for enjoying life to enjoy life incorporating passion as the fundamental ingredient to live day by day and work with care and attention to detail.
The brand is committed to innovation, recycling, and using the latest laser and ozone technologies in production to achieve unique, comfortable, versatile, and timeless jeans. We offer our customers a wide range of sizes (from 32 to 46) and, in the case of jeans, three types of lengths to find the perfect model is straightforward. They can also personalize them and make them even more, their own by embroidering the word or phrase that identifies them.
We try to offer design, durability, comfort, and innovation. We want to be much more than a clothing e-commerce; we seek to be a reference among our #denimlovers, to offer alternatives of consumption, to unite fashion and art through our collaborations.
On our website, you can find us: https://www.bluyins.com/, on our Instagram: https://www.instagram.com/bluyins_/ , in several renting platforms: Ecodicta and Pislow and in two physical stores: Meryland Moda in Barcelona and Personal Showroom in Madrid.
What are the business values that Bluyins wants to transmit with its production model and why has it adopted them?
We appreciate the emotional value that clothing can transmit, so we rely on unique and durable garments that can be passed from generation to generation, those that get to have a special place in the closet of any woman.
We like to make jeans based on the pillars of simplicity, sustainability, and unique personality so that dressing, whether casual or sophisticated, does not become a complicated and unpleasant process but a faithful expression of your own you.
The usual basics with a twist, the distinct touch intrinsic to the simple style of spontaneous naturalness. The classics renewed, comfortable, versatile, and timeless.
Focus on the quality of our fabrics and the craftsmanship that takes care of every detail
Bluyins believes that sustainability does not have to be inaccessible; we are confident that we all have the right to consume high-quality products that contribute to taking care of our planet and that last over time. We want to make collections that transmit by achieving an ethical and adjusted final price that responds to our values and way of production. We aspire to impact society positively, so we make our jeans using eco-efficient and disruptive technologies. We contribute to the detoxification of the jeans industry, ensuring less pollution by reducing the use of water, chemicals, and energy in the production process.
At Bluyins, we encourage our customers to dare to do what they are passionate about and let their personalities show through. We love the unique style that each woman has, and we want to contribute to accentuate their purest beauty.
Our customizations try to support just this so that each woman chooses the detail that speaks best of herself, the one that accentuates the sense of security and tranquility of knowing that the garment they wear is unique, a clear reflection of their style, their values, and their way of seeing life.
Bluyins carries out an impact measurement process called EIM SCORE. What does this analysis consist of, and what kind of parameters does it measure? What is the purpose of this measurement, i.e., is there any measurement derived from its results?
- Absolutely. Denim garments are the most polluting garments in the fashion industry. The technology used during the jeans production process and the EIM SCORE (Environmental Impact Measurement) developed by Jeanologia, our trusted partner, help us reduce the environmental impact of our garments. EIM SCORE is a software that measures the consumption of water, chemicals, energy, workers’ health in the production processes, and how they affect the ecological footprint. By measuring the current impact, we identify areas for improvement and define future actions by monitoring the entire process to become more sustainable. The EIM SCORE evaluates the environmental impact in 4 categories, compares the results against an ECO benchmark, and rates each process depending on the EIM score. Here is an example for you to better understand!
The goal is to identify where the production process (washing, energy, chemical use, impact on workers) we can do better and get down to work.
The Bluyins production process is a model that takes care to detail the final sustainability of the product throughout its value chain. Could you explain the various principles and factors that make up the process and make it sustainable, and what positive impacts do these factors imply?
Of course, textile technology has helped us replace polluting processes in each manufacturing stage of jeans with reduced environmental impact processes. For example, the laser machine replaces the manual sanding of the garment (which in traditional processes is used to achieve the washed or worn effect of the jeans). Another example, for cleaning the garment of different substances (desizing process), we use ozone and not vast amounts of water and chemicals. To give you an idea, to manufacture a pair of jeans, traditional production consumes on average 80L of water, and we in some garments like our blazer Meryem have come to consume the only 2L of water.
With all this and through e-flow technology, we manage to combine comfort + sustainability + technology and save much time, water, chemicals, energy, and, most importantly, reduce employee exposure to high temperatures, toxic substances, long waiting times, and countless respiratory or joint-related illnesses.
The model of consumption socially established as far as fashion is concerned is, today, absolutely unsustainable, a model based on trends of repetitive purchases and where a garment goes out of fashion, the time it takes the manufacturer of the day to bring out a new model. How to convince the average customer of the need to end this imposed obsolescence so profoundly rooted in the consumer society?
Bluyins is committed to versatile garments of quality and design, garments made with the latest production technology that last, do not go out of fashion, and pollute much less.
We believe that we do not have to convince the average customer of anything; we have to inform, inform and inform. Little by little, the consumer will change the way he/she consumes fashion and will be aware that consuming responsibly is an investment in itself.
What degree of awareness do you think exists today in public when choosing fashion based on this type of production and sustainable consumption? Does bluyins notice a real growth in sales due to a presumed new social current of awareness, or will the “low cost” model of repetitive, impulsive purchase continue to triumph for a long time?
We believe that even before the pandemic, there was a tendency to consume differently in food, beauty, and fashion. However, undoubtedly, after the pandemic, this trend has become even more accentuated. Many of us have realized that we do not need to change our clothes or renew our wardrobe constantly. Clothes constantly or renew our closet once a week; we simply want to be comfortable with what we wear. Unfortunately, the purchasing power of many families has diminished, and reflection on what we need and do not need has entered our lives. We are confident that many consumers are already looking for clothes that are trendy but durable over time.
Bluyins does not notice a growth in sales for this new social trend; we have only been selling for six months, so we do not have a history to compare to a previous period. However, we believe that we are transitioning towards change and that this low-cost model will gradually lose weight. We are confident that consumers are changing, and their way of consuming fashion is changing too.
Do you think it is possible to change the productive model of the sector from small companies like Bluyins that make large corporations and their low-cost and high-impact (unsustainable) production outsourcing change the model?
We trust in teamwork between consumers and us, the brands. We trust that, little by little, consumer habits are changing, we are becoming more informed, and there is more intention to consume less and better, to be more selective when choosing where to invest our money. However, we are realistic; it is a slow work that, little by little, has to be built among all of us. More and more of us support this change and integrate it as a philosophy of life, but it is challenging for us, the small brands, to change the way the big ones produce in terms of volume, turnover, and influence. However, generating more and more noise from below can contribute to the fact that they try to do things a little better from above. In this sense, political, legal, and social measures in terms of trade, innovation, and development play a fundamental role in accompanying this change. We believe that together we can drive or accelerate this change; not so long ago, very few brands talked about sustainability and now look at us! We are certainly on the way, but we must not let our guard down.
We were amazed that Bluyins allows you to rent garments, which we thought only existed in high fashion. Can you explain to us what this service consists of and how to rent a garment at Bluyins? What type of customer is this service aimed at?
Of course, that is right! Since a little over two months ago, we offer the possibility to enjoy all Bluyins garments through renting. We wanted to join the brands that rely on this form of consumption. We wanted to offer our customers the excellent opportunity to not commit to anything and to be able to renew their closet in a circular and responsible way.
How does it work? Very simple, there are 2 options:
Subscribing monthly to Ecodicta Fashion Sharing Club or Pislow. From our own website from 2,15€/day, in 3 simple steps (thanks to our technology provider Newe it has been possible):
-Selecting the model, size and length
-Choosing the rental period (maximum 3 weeks)
-Finally, deciding if you want to buy it by subtracting the price paid for the rent.
Years ago, I read how some Nordic brands were starting to rent clothes, and I wondered if this new business model would last in time. Honestly, as a consumer, I did not quite understand it, and it even generated some controversy. How am I going to rent clothes like someone who rents a car? The waste of some can be raw materials for others; this is what circular fashion is all about, but, without a doubt, it is all of us as consumers who have to evolve and accompany this change in order to internalize new habits of conscious consumption.
Today, not only am I convinced that this business model is here to stay, but I absolutely defend this way of consuming fashion, not only for an event or a special occasion but for everyday life.
How is it working? Better than we expected, but still many customers do not dare with this form of consumption, like everything, it involves a process of knowledge, awareness, and impulse to try it. At the moment, we are giving visibility and trying to show all the benefits of consuming fashion in this way.
What type of customers is this service aimed at? To all women who are tired of always dressing the same and choose to renew their closet more assiduously and responsibly, to those who doubt about the size and want first to see, touch, and try on the product before making a purchase decision, to all those who have already internalized in their values to consume fashion, beauty, and food circularly.
You have created a section where you open the possibility for creatives and artists to collaborate with Bluyins. How can they collaborate, and what are you looking for in these collaborations? What kind of profiles are you looking for?
That is right! We believe that there is a lot of unknown talent in Spain, and we want to contribute through our small platform to give visibility to associations, artists, entrepreneurs, or projects that we consider aligned with our values and philosophy. Therefore, once a month, we select a project to collaborate with. So far, we have collaborated with Victor Duro (pop-up graffiti artist) and Planetadots (sewing in motion), and they have been fantastic; we continue to look for exciting ideas that can enter the Bluyins universe.
In order to collaborate, you have to write to firstname.lastname@example.org or our Instagram bluyins_, present us the proposal and tell us why you are interested in collaborating. We will study the idea, and if it is viable and exciting for both of us, we will carry it out. We are looking for profiles of different artistic disciplines (graphic designers, painters, sculptors, musicians), also entrepreneurial profiles of different areas (hospitality, fashion, cosmetics) that have a project with a similar philosophy to ours, associations, NGOs.
The goal is to support each other, not to limit ourselves to be just an online fashion brand, to surprise our community and all those consumers who are looking for something more than buying a garment, to discover new things, we want to make live experiences through our jeans and our brand.
Finally, despite the pandemic, given the upcoming summer season, make us a recommendation from your catalog for this summer period!
Our new summer collection will be released in mid-June, but until now, and to make up for the summer season, I would recommend our Nicole dress, short, with puffed sleeves and V-neck mao. We consider it our most whimsical dress, feminine and always flattering, combined with a pair of country boots or sport sandals; we think it’s ideal! Likewise, some of the trends to look out for this season are as follows:
-El efecto lavado y el toque envejecido/vintage
–Dressing on denim from top to bottom “double denim”
-Dare with color: white and lilac as the top trend.
-The straight cut continues to be favored.
Midi skirts and high-waisted, knee-length Bermuda shorts
-Sastrería denim, complete suit
-Urban and elegant Mono
-AOP (all over print floral)
And, of course, the ultimate trend is to buy sustainable denim.