The Story of 9-Jour.

A denim dyed and woven using natural, traceable, and circular processes.

9-jour. is a denim brand that prioritizes plant-based dyeing and local Japanese production, using processes that respect both artisans and the environment.

Before using the word “sustainable,” we ask ourselves: Why this material? Why this process? Every choice must have a clear reason.

What if denim could finally be responsible?

Denim is loved and worn all over the world.

Yet behind its popularity,

huge amounts of water are consumed
chemical dyes pollute water resources
and the people who make denim are under intense pressure

this is the reality of today’s denim industry.

Since 2023, 9-jour. has been working to rethink this entire system and create a different approach to denim.

Giving meaning to every step: material, production, dyeing

At 9-jour., every decision has a clear purpose — from material selection to production location and dyeing methods. Ethical sourcing, environmentally conscious materials, locally rooted production, and plant-based dyes all shape the identity of our denim.

Woven and made in Japan

All of our denim is produced in Japan by partner workshops. We respect workers’ rights and the environment while preserving the tradition and craftsmanship of Japanese denim.

Dyeing with plants and room-temperature water

We use plant-based dyes and room-temperature water. Drawing from traditional Japanese dyeing techniques, we avoid harsh chemicals and take the time required for careful dyeing. The resulting wastewater meets standards that allow aquatic life to thrive.

Why is 9-jour. denim different?

The answer becomes clear when you understand the reality of today’s denim industry.

Denim uses far more water than most of us realize.

We wear jeans every day. Yet producing a single pair requires far more water than most people imagine.

According to the United Nations Environment Programme (UNEP), manufacturing one pair of jeans requires on average between 3,000 and 4,000 liters of water.

Even in efficient factories, around 2,000 liters are needed. In the worst cases, this figure can exceed 10,000 liters.

That is equivalent to several years of domestic water use for one person.

Water is used at every stage

First comes cotton cultivation. Much of the cotton used for denim relies on artificial irrigation, placing additional strain on regions already affected by water scarcity.

Then comes dyeing. Conventional denim uses synthetic indigo and chemicals, with repeated cycles of dyeing and rinsing, each consuming large volumes of water.

Finally, finishing processes such as washing, distressing, and aging. Each pair can require hundreds of additional liters of water, generating wastewater that is difficult to treat.

What happens out of sight

Most of these processes take place far from consumers’ eyes. As a result, rivers and groundwater become polluted, with long-term impacts on local communities and ecosystems.

Denim is practical, durable, and universal. That is precisely why 9-jour. believes it is essential to pay attention to how much water is used — and where it ends up.

Source United Nations Environment Programme (UNEP)

Chemical dyeing creates a serious environmental burden

Up to 20% of global industrial water pollution is said to come from textile dyeing and finishing processes.

Conventional denim dyeing combines many substances—synthetic indigo, reducing agents, heavy metals, solvents, stabilizers—used together in complex formulas.

Repeated dyeing and rinsing

These dyes do not fully set in a single pass. The process requires repeated dye-and-rinse cycles, and each cycle consumes large volumes of water and generates heavily polluted wastewater.

When wastewater isn’t properly treated

In many producing countries, this wastewater is not sufficiently treated before being discharged into rivers, soil, and groundwater. The result is long-term damage to the environment—and significant impacts on local communities’ lives and health.

Human impact cannot be ignored

Ongoing exposure to chemical substances is also identified as a major health risk for factory workers and for communities living near industrial areas.

Denim color is not just a matter of appearance. What matters is how that color is produced—and how it shapes the future of both the environment and the people involved.

Sources European Parliament Biotechnology Research and Innovation Waste Management Bulletin

The hidden issues behind the denim industry

Denim is produced in massive quantities all over the world.

Yet behind this global production lies a reality that is far from stable or fair.

In fact, denim manufacturing relies on a system that places heavy pressure not only on factory workers, but also on the farmers who grow cotton.

The strain caused by “faster, more, cheaper”

For decades, the denim industry has prioritized speed, volume, and low cost.

This approach has created structural pressure on:

weaving, sewing, and dyeing factories
cotton farmers who supply the raw material

Both ends of the supply chain are affected by this imbalance.

The reality faced by cotton farmers

In many producing regions, cotton farmers are exposed to volatile market prices and struggle to secure a stable income.

Combined with high water consumption and increasingly unpredictable climate conditions, farming has become a growing risk.

Fair trade offers an important path toward stability, but it remains limited within the global textile industry.

Pressure on factory workers

Excessive production speeds
Frequent handling of chemical substances
Poor ventilation
Outdated equipment

Millions of people work under these conditions worldwide. Yet their safety and labor rights are not always adequately protected.

Those on the ground bear the burden

In this system, economic and human risks are largely borne by workers and farmers.

Denim may be an everyday garment, but behind it lies a reality where many people operate in unstable conditions.

At 9-jour., we refuse to accept this as inevitable. That is why we have rethought denim production from the ground up—to remove pressure from people, not pass it on.

Sources United Nations United Nations University – CPR Earth Day

Rethink how denim is made—at the root.

Respecting The People

We value the rights and dignity of everyone involved in production, and maintain safe, fair, and sustainable working conditions at every stage of the supply chain.

Respecting The Nature

By using natural plant dyes and organic materials, and limiting production to only what is necessary, we minimize our environmental impact as much as possible.

Respecting The Craftsmanship

We collaborate with artisans who continue to preserve techniques passed down throughout Japan, properly recognizing their expertise and experience while valuing a fair and dignified environment where they can work with pride.

Respecting The Wearer

Through honest craftsmanship with full transparency, we deliver truly exceptional denim that can be cherished for years to come. We're built on the premise that value grows over time, rather than chasing temporary trends.

From raw material to final finish.

How 9-jour. denim is made.

Denim begins with the choice of cotton

9-jour. denim is made using organic cotton grown in Burkina Faso. This cotton is cultivated without pesticides or chemical fertilizers, using methods that protect the soil and surrounding ecosystems. In Burkina Faso, cotton is a vital crop that supports local communities. In a country where water is scarce and farming conditions are harsh, cotton cultivation has been a key source of income for families for generations. 9-jour.’s cotton is purchased directly through fair trade by Japanese weaving partners, ensuring stable prices and long-term security for farmers. Every 9-jour. denim piece features a red and green selvedge. These are the colors of the Burkina Faso flag — a subtle detail that quietly reflects where the cotton comes from and the values behind it.

Why we weave and make denim in Japan

All 9-jour. denim is woven and made in Japan by partner workshops. We work exclusively with workshops that share our values — both human and environmental. Producing in Japan is a deliberate choice. It allows us to oversee every step, from yarn to finished garment, ensuring consistent quality and responsible working conditions. We partner with small-scale workshops rather than mass-production factories. In these workshops, care is valued over speed, and time is respected as an essential part of making things well. This close relationship with artisans enables deep understanding of each process and attention to detail. It is also a way of carrying forward Japan’s tradition of precise, durable, and thoughtful craftsmanship.

Color is not created — it is cultivated

All 9-jour. denim is dyed using plant-based pigments and room-temperature water. The dyeing is carried out by Kawabata Shoten, a workshop based in Kyoto. It is currently the only workshop in the world practicing the Shin Manyo-zome technique. In this urban workshop, dyes are created from local plants using traditional methods passed down through generations. The goal is not to force color or make it perfectly uniform. Plant pigments are slowly drawn out in water, over time. The dye is applied layer by layer by hand, without aggressive chemicals. No unnecessary energy is used — only plants, water, and patience. This process requires deep knowledge of materials and sensitivity to natural balance. The aim is not identical color, but the most beautiful color for each fabric. The result is a living denim that evolves and ages over time. 9-jour. works closely with Kawabata Shoten in this process. Each piece is dyed individually using this technique. Without rushing, without force, respecting both the artisan’s rhythm and nature. This is how 9-jour. gives life to color.

Producing only what is needed, designed to last

9-jour. operates on a made-to-order model. This approach avoids overproduction and preserves the time required for true craftsmanship. Each piece is sewn and dyed only after an order is placed. 9-jour. denim is not designed to be disposable. It is built to be repaired, maintained, and worn for years. Every cut, stitch, and material choice has a purpose. The goal is not to wear garments out, but to let them evolve with time. Even at the end of its life, the construction allows easier separation and responsible reuse. Produce less, but better. Create garments meant to be repaired, lived in, and kept.

Environmental responsibility, scientifically verified

The Shin Manyo-zome dyeing method has been confirmed through independent scientific testing to have an extremely low environmental impact. We do not rely on vague claims. Tests were conducted in collaboration with Japanese research institutions to evaluate the impact of dyeing wastewater. Zebrafish embryos, widely used in environmental testing, were exposed to this water. No harmful effects were observed. By contrast, wastewater from chemical dyes caused complete mortality within 24 hours. This clearly illustrates the burden of conventional dyeing methods. It also proves that a safer alternative exists. Facts, not promises. That is the foundation of 9-jour.’s approach.

Moving forward with transparency

Transparency is a core value at 9-jour. Every decision comes with both strengths and limitations. Our responsibility is to communicate them honestly. Material origins, production locations, manufacturing methods. Even when things are not yet perfect, we share that reality. We believe in open dialogue with artisans, partners, and customers. Improvements are introduced gradually and realistically. No slogans, only concrete progress. A long-term, evolving, and responsible process. That is the 9-jour. mindset.

Uncompromising comfort and lasting quality

9-jour. works with experienced Japanese artisans who have dedicated decades to denim making. The organic cotton is selected for its balance of strength, consistency, and softness. The yarn is slowly woven on traditional shuttle looms. This time-intensive method preserves the fiber structure and enhances durability. The result is a dense, strong selvedge denim that softens beautifully with wear. It adapts naturally to the body while retaining its shape. This is denim designed to be worn for years. A garment to grow into, not replace.

Rethink how denim is made—at the root.

Why denim

A canvas for conveying new values

Denim is one of the most universal garments, worn across cultures, ages, and lifestyles.

Over time, it fades, softens, and adapts to the body — reflecting the life of the person who wears it.

That is why 9-jour. chose denim — not to follow trends, but as a garment that carries meaning.

Originally made to last, denim is now often mass-produced and quickly consumed.

“What if we returned to clothing meant to be worn for years?”
“What if everyday choices could matter more?”

Through denim, 9-jour. wants to show that everyday clothing can carry purpose.

Comfort, quality, and aesthetics — without compromise. That is how 9-jour. approaches denim.

21 colors inspired by Japanese seasons

9-jour. denim is dyed using only plant-based pigments, inspired by Japan’s natural landscape.

Japanese seasons shift gradually, rather than changing abruptly.

Within these subtle transitions, countless colors exist.

9-jour. translated this natural rhythm into denim, creating 21 colors connected to Japanese seasons.

Each shade is unique. This variation is not a flaw, but proof of a color born from nature.

Hiroshi Takada ｜ Founder

Taking time, respecting materials, crafting with intention

9-jour. was founded on the belief that beauty comes from honest craftsmanship.

Japanese techniques and sensibilities shape our approach to making clothing.

We produce only what is needed, share openly, and let garments evolve alongside those who wear them.

A grounded, long-term approach to making.

A denim dyed and woven using natural, traceable, and circular processes.

What if denim could finally be responsible?