The ever innovative denim brand Replay have devised an ingenious way of clothing us, without costing the earth. Their new range 'Laser-Blast L.I.F.E.' uses a new, eco-friendly technology - blasting the denim with rock particles (instead of washing, rewashing and rewashing which uses extraordinary amounts of water) and using mineral pigments for colours, in order to achieve the perfect fade. Naturally, their latest (and toughest) campaign images celebrate just this kind of eco-warrier ethos.
Featuring genuine eco-warriors like Norwegian-born model and actress Aleksandra Orbeck-Nilssen (who has her own wildlife conservation trust) and Nanofasa (a leading spokesperson for African environmental issues) - who also conveniently look pretty good in blue jeans - Replay take conscious and planet-friendly fashion into the urban jungle where denim belongs.