Triarchy and Amber Valletta Launch Campaign Showcasing Plastic-free Stretch Denim

Triarchy, a six-year-old family-owned denim brand, has partnered with Amber Valletta, the supermodel and climate advocate, to launch an exclusive campaign showcasing the brand’s Plastic-Free Stretch Denim.

For this project, Valletta has chosen her favorite styles from the collection, which are being featured as “The Amber Valletta Edit,” available exclusively on Triarchy’s website beginning Tuesday.

In collaboration with Valletta, Triarchy has captured eight signature looks through a photograph and video campaign. Among the prominent pieces are the Onassis, Fonda and Keaton denim styles, offered in a variety of washes, ranging from off-white to medium indigo and dark denim.

Los Angeles-based Triarchy has the exclusive in North America on plastic-free stretch denim through 2025. By using natural rubber instead of synthetic, petroleum-based elastics, Triarchy’s fabric has the same stretch and comfort without contributing to harmful micro-plastic pollution.

The blend of organic cotton and natural rubber ensures that this denim biodegrades in just two years under the right conditions, compared to the industry standard of 200 years for plastic-based materials, all while being responsibly made and completely free from plastic.

“This campaign is important to me because I want to collaborate with brands like Triarchy, which is leading the way in sustainable denim,” Valletta said. “Triarchy is revolutionizing stretch denim production by eliminating crude oil-based poly synthetic blends and plastics. Instead, they use just 2 percent rubber to provide stretch. Their approach to creating one of fashion’s most popular items focuses on making it better for both people and the planet.”

Valletta said she wanted to appear in the campaign to raise awareness about sustainable fashion and the importance of eco-friendly production practices. “I hope the campaign inspires consumers and the fashion industry to prioritize sustainability and reduce environmental impact,” she said.

She said her favorite looks from the campaign were the high-rise straight leg looks. “I always like a black jean for the night and the dark blue denim for the day,” she said.

Asked what happens when his exclusive on plastic-free stretch denim runs out in 2025, Adam Taubenfligel, cofounder and creative director of Triarchy, said, “Our goal is to drive broader industry adoption and encourage the denim sector to move away from its dependence on crude oil-based plastics. In collaboration with our denim mill, Candiani, we recognized the importance of not only developing this innovative fabric but also meaningfully sharing its story. By doing so, we aim to set a compelling example for other brands to follow.

Taubenfligel called the initiative “crucial to us as a brand” because customers have come to expect stretch in their jeans. “Offering a nontoxic alternative for stretch denim is a milestone we’re incredibly proud to have achieved,” he said. Still, he said the technology is in its infancy.

“We’re committed to education and transparency, providing detailed information about the fabric on each garment’s hangtag and through unique QR codes embedded in every piece. Partnering with Amber Valletta to bring awareness to this innovation felt like the perfect fit. She embodies our commitment to greater responsibility in the denim industry and it’s a true privilege to launch this campaign with her,” he said.

Taubenfligel said many companies have shown interest in using plastic-free stretch, “but there’s a big difference between showing interest and fully commitment to this technology.

“Unfortunately, in fashion, we often see responsible innovation sidelined in favor of the bottom line. Triarchy, however, is uniquely positioned; we never built our business around crude oil-based plastic fabrics, so making a complete shift away from plastic wasn’t a major hurdle,” he said.

His concern is that some brands might adopt this technology “or just one or two styles to fuel their marketing, while continuing to rely on unsustainable stretch fabrics across the rest of their collections. We’re committed to ensuring plastic-free stretch isn’t used as a greenwashing tool, which is why we’re rolling it out exclusively — to demonstrate that it’s a genuine, viable alternative to the industry’s current norm,” he said.

In addition, Triarchy is committed to minimizing the environmental footprint of denim production. Their responsible practices include water conservation, the use of eco-friendly dyes and energy-efficient production methods — all designed to protect the planet.

Triarchy’s plastic-free stretch collection retails between $289 and $445 and is available at triarchy.com, along with select retailers such as Bergdorf Goodman, Neiman Marcus and Moda Operandi, among others.

Asked how much more plastic-free stretch adds per pair, and whether they’re getting any pushback from brands about the extra cost, Taubenfligel said, “Cost is definitely a challenge. Traditional premium stretch denim typically costs around $5 to $6 per yard, whereas plastic-free stretch is closer to $8 to $9 per yard. This price difference can be a barrier for some brands. However, with broader adoption, the cost will decrease over time. It really comes down to brands willing to invest in this technology, helping make it more accessible and affordable for wider adoption in the future.”