It takes over 3000 litres of water to produce your standard pair of Levi’s jeans. More than half of that water is from the use of cotton alone. When Ani Wells of Simply Suzette learned this and other shocking realities of Denim production, she knew she had to do something. She wanted to make a difference. Ani, known to her over ten thousand Instagram followers as Simply Suzette, started her Blog #DiligentDenim in 2018 with the goal of informing consumers of the manufacturing process of Denim and its inconsistencies. Today, Simply Suzette is a well-known name in Toronto and the global denim community.
In a pre-COVID 19 world, there was no such thing as a typical 9-5 day for Ani. Jetting off to trade shows in Europe and touring factories in Asia were all a part of her mission to provide information to her followers and denim consumers alike. Ani believes transparency from brands is key in making informed purchases. On simplysuzette.com she lays out the important questions consumers should be asking of their favourite denim brands. Most notably, how did the manufacturing process effect our environment? And where will these jeans end up when you are finished with them? Her website also provides a curated list of approved denim brands for you to shop that have gotten in right in their production process. As well as a “learn more” tab that outlines the elements of a pair of jeans and how harmful they may be to our planet.
A recent post on the #DiligentDenim Blog explores the sustainable possibilities in the future of Denim and fashion as a whole. She writes of new technologies that turn natural raw materials (such as fungi) into thread, or the methane released from cows into a type of plastic. Another post in collaboration with fellow denim activist Anne Oudard profiles a hot topic in the fashion industry, recycled polyester. How to spot greenwashing, how to care for denim and the biodegradability of denim are just a few examples of the many blogs she has on relevant topics in the fashion industry that brands might be too timid to uncover. The reality is that most popular brands that carry your favourite denim do not pass the test. But that doesn’t mean you can’t step out wearing a killer pair of jeans. The idea is to be more informed about what you purchase, and that’s what Ani wants to do with Simply Suzette.
When she isn’t writing informative blog posts, Ani keeps busy by offering her services to other creators and brands. She curates and moderates panels, creates content for other industry professionals and collaborates with brands on social media. Her mission is to create a community around sustainable denim. Such a thing is accounted for with her “denim friends” in the industry: Robin Denim, Left Hand Twill and Rocky Clark Clothing, just to name a few. This group of sustainability trail blazers support each other in business and ultimately have the same goal, to save our planet! Ani has featured these creatives and so many more on her blog to gain entirely new perspectives from different people and share those with her followers.
I think we can all agree, the world needs more people like Ani! It takes courage to start a business right out of school and keep up with it while it grows into something successful. Having all been derived from her passion for a sustainable future. The coming years are a pivotal time for our planet. Ani hopes to continue the conversation about transparency in denim and the fashion industry in general. If you are in the business of changing your shopping habits, check out simplysuzette.com and the #DiligentDenim blog and follow @simplysuzette on Instagram! Our generation will be the ones to either take charge and change the world or continue to harm it. Information and education is everything in the fight against climate change and sources like Simply Suzette support that wholeheartedly. Read labels, know where your clothing comes from, shop second hand if you can and, as Ani would say, stay diligent!
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