Denim Redefined.

Our mission is to accelerate climate action through denim. We believe that, together, we can create a brighter, more sustainable future, one jean at a time.

About Us

Proper exists to help the planet thrive by providing sustainable alternatives to conventional denim. Why Denim?

Denim is one of the most resource-intensive materials in fashion. A single pair of jeans can contribute up to 33.4 kg of CO2 into the atmosphere, consume nearly 1,000 gallons of water, and occupy up to twelve square meters of land during production. The process is also chemical-intensive, posing risks to factory workers and nearby communities. Jeans are a staple in wardrobes worldwide, with over 1.2 billion pairs being purchased each year. At Proper, we don't want to demonize jeans, as we love them just as much as you do. Rather, we aim to promote awareness and help individuals make more conscious decisions that benefit the planet. We provide sustainable and durable alternatives to traditional denim NOW; and THEN, when it's time for a wardrobe update, we have a circular system in place to keep denim out of landfills.

Join us in making a positive impact on the planet, one pair of jeans at a time.

"Spending so much time in the ocean surrounded by lush palm trees, I developed a deep appreciation for all the natural wonders that make our planet so special. At Proper, we are dedicated to sharing that passion and helping people make seemingly small decisions that help our planet thrive."


Proper's Founder


Choose Sustainable Denim and Make a Difference

By choosing sustainable denim and participating in our Take-Back Program, you can make a positive impact on the environment. All of the denim we curate is made using eco-friendly materials and processes, reducing water usage and carbon emissions. When you participate in our Take-Back Program, you help us collect preloved denim, which we repurpose into unique art pieces, reducing waste and promoting circular fashion.

Eco-friendly materials and processes

Reduced water usage and carbon emissions

Repurposing preloved denim into unique art pieces

A palm tree

Join our Jean Take Back Program

Our circular system keeps denim out of landfills, giving your preloved jeans a new life.  Join us in making a positive impact on the planet, one pair of jeans at a time.