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At AG, we like to leave everything better than we found it. For a while, our process was simple: cotton gets woven into denim and that denim is hand-crafted into someone’s favorite pair of jeans.

But what if that jean could be even better? What if every jean could be better? This question is what brought us to the idea of Good Karma — our biggest sustainability effort yet.‌

Providing a one-time gimmick like an “eco jean” or a one-off capsule collection wasn’t good enough — we wanted to pursue sustainability in a sustainable way. Each and every one of our initiatives is just one component in a long-term approach.

To offset all the bad karma in the world (we’re looking at you, single-use bags and plastic straws), we’re working overtime to produce an excess of good karma for us and our customers.


Earlier this year, AG launched two state-of-the-art water filtration systems that recycle the wastewater produced from our factories in Los Angeles and Mexico. In their early stages, these machines have managed to save over 100,000 gallons of water per day, but we’re only getting started.
Though we’ve already reduced our water footprint throughout the years, these filtration systems have raised the standard for sustainable denim manufacturing in a big way. Every year, we are growing and challenging ourselves to find more ways to reduce our environmental impact. For starters, our water goal is to recycle 50 million gallons of water per year.

The Journey

Scroll backwards through time to get a glimpse of what AG has done for Mother Earth.

Ozone Technology is adopted

For the past 9 years, AG has been using ozone technology to clean up and remove enzymes from fabric so that less water, chemicals, and time needs to go into the wash process. With this eco-friendly form of dry cleaning, AG denim is essentially the low maintenance garment of our dreams.

The first eco-friendly lasers are installed

​​Laser technology was first introduced to the AG-ed Denim process to reduce the amount of chemicals and water needed to reproduce our famous vintage denim look.

Dryers are updated to recycle heat

With the help of energy-saving boxes installed into our dryers, up to 50% of the heat can be stored and then recycled for the next dryer session.

Solar panels are installed

The AG headquarters and factory are both powered by a host of solar panels installed throughout the property. They provide up to 30% of super clean, renewable energy.

Eco-friendly lasers are upgraded

Sometimes technology moves a lot quicker than we anticipate, but we still try to make sure that we're hip to the latest trends in eco-friendly manufacturing machines. Less than 10 years after AG installed the first laser technologies, we upgraded to save even more water and use less chemicals.

Water recycling systems are introduced

After a year of anticipation, AG finally began production using our new water filtration systems, which have recycled over 3 million gallons of wastewater (& counting) since launch. That’s just one more milestone in our long history of eco-friendly initiatives.


AGOODKARMA is an ambitious life-long goal at AG. It has taken years of dedication, patience, and extraordinary people to come as far as we have. To make sustainable denim possible, we've partnered with some of the most charitable organizations in the world, like Water For People, Boxed Water, and Heal the Bay.

AG Jeans is proud to support Water for People and their mission to promote accessible sanitation and safe drinking water for all.

We commit to donate a portion of each qualifying* purchase (up to $100,000) to provide clean water to those in need across nine different countries.

Together with Boxed Water, AG Jeans celebrates every milestone toward reducing our plastic footprint and fostering a carbon-neutral planet.

Through our partnership, we aim to save 73,000 bottles of plastic from entering our landfills and oceans every year. In combination with the #BetterPlanet initiative, every time the #BetterPlanet hashtag is used on social media, Boxed Water will plant two trees.