JEHU-CAL demonstrates growth with a new direction ushered in by "PROJECT PURIFY". 

Concerns regarding sustainability have become a big talking point within the fashion industry, with brands being looked at to rethink the way they manufacture, package, and distribute. These concerns have risen to the surface over at JEHU-CAL, leading the brand to overall their direction in a way that champions this responsibility to delivering sustainable product while maintaining quality design. 

Welcome "PROJECT PURIFY", a design project that is putting sustainability, transparency, and value at its core. Not only are these products being created with these values, but collaboration is set to play a major role within the release calendar. "PROJECT PURIFY" will call on male and female graphic designers from across Europe to collaborate on limited release products, with each drop remaining online for two weeks or until it sells out.  

The first collaboration is with London based graphic designer @ME.KOTB, delivered as a hoodie constructed from organic cotton & recycled polyester. Designs printed on the piece use water based solvent free inks and are packaged using a 75% recycled box that is 100% recyclable.

Release one from "PROJECT PURIFY" is available now via JEHU-CAL.

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All Images via Jehu-Cal

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Photography by: @Sebxx