Green really is the new black this Black Friday November 23 thanks to Citizen Wolf who will re dye your favourite pair of jeans free (yes, you read that correctly). On the biggest shopping day of the year the Sydney-based ethical brand wants you to refrain from buying stuff just because it’s on discount and instead refresh your unloved jeans and keep them in rotation. 

Why? Because the longer we wear the clothes we already own the better it is for the planet. WRAP UK estimates* that we can reduce the original carbon, water and waste footprint of our clothes by 20-30% for every 9 months we keep wearing them. And according to Citizen Wolf’s own research, 1 in 5 people replace their black jeans simply because the colour has faded, which is criminal considering Australians on average already landfill 23 kg of textiles per year.

“It takes around 7,547 litres of water to grow and process the cotton to make a pair of jeans, but it only takes 5 litres to re dye your favourite pair black again and make them good as new” says Citizen Wolf Co-Founder, Zoltan Csaki. 

Citizen Wolf is built on the twin ideas of durability meets timeless style, and aims to reboot our relationship with clothes away from disposability. Citizen Wolf allows their customers to create made-to-measure T-shirts they love and wear for years, and we all know nothing pairs better with a Tee than your favourite pair of jeans. 

The first 250 people to checkout via the Citizen Wolf Black Fridye page on November 23 will get free redyeing valued at $29 not including postage. Citizen Wolf will send a reply-paid envelope to ship your jeans and within a few weeks you’ll get ‘em back perfectly black, yet oh-so-very green.