Real Good: Made with the planet in mind.

What is Real Good?

As you’re shopping our site, you might notice more and more styles labeled “Real Good,” and you might wonder, what exactly does that mean?

As part of our broader sustainability goals – which include a comprehensive plan to be carbon neutral by 2030 – we’ve made a commitment to moving toward more sustainable raw materials and reducing our water and energy usage. Here’s a quick look at how it’s going so far…

Real Good by the numbers:

● Every pair of Real Good jeans saves 7 gallons of water on average, compared to our past denim production.

● Our factories saved 1.8 billion gallons of water in 2020 alone.

● We’ve reduced the amount of water used per pair of jeans by 21% (with a goal of 30%).

● In 2020 alone, we used the equivalent of 38 million plastic bottles in recycled polyester.

● We’ve more than doubled the amount of cotton sourced through the Better Cotton Initiative from 15% in 2019 to 37% in 2020.

● 100% of our eligible denim laundries recycle water used to make AE jeans.

● More than 569,000 pairs of jeans have been donated and turned into home insulation through the Blue Jeans Go Green program.

What it means to be Real Good today:

Real Good materials.

Real Good styles include materials that have been sustainably produced and/or sourced, such as:

• Recycled polyester

• Recycled nylon

• Cotton that’s recycled, organic, and/or sustainably sourced through the Better Cotton Initiative

Real Good factories.

Real Good jeans are made in factories that meet expectations for our Water Leadership Program. Those expectations include:

• Water reduction and management

• Less wastewater that is without restricted or hazardous chemicals

• Water recycling

Real Good is a promise.

Just like you, we understand that every action we take – even the small ones – can have a huge impact. Real Good is our commitment to doing better, working harder, and understanding that it’s not going to be easy, but it will be worth it. Because you should feel as good about your clothes as you do in them. 

With that said, we want to emphasize that Real Good is not a congratulatory pat on the back and it certainly isn’t a declaration of victory in our sustainability efforts. We have a lot of work to do to reach our goals. We’re not there yet, but we’re on our way.

So when you see an item labeled “Real Good,” know that it was made with the planet in mind, with a goal in mind, and with a promise to you that we will continue to do better.

For a deeper dive into our sustainability goals and efforts, click here.

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