Lumberjacks built modern America by hand. These ‘kings of the woods’ faced the kind of dangers you’d normally only find in nightmares. Falling from 300ft, burning to death, or being crushed by runaway logs. So their clothes needed to be as tough as they were. Which is why 150 years ago the first ever pair of jeans were made for a lumberjack. Built for life in the woods, they were the strongest pants anywhere in the world at the time. So we’ve gone back to the first days of jeans to build them as they were meant to be built… then made them even tougher.

To build the Indestructible Jeans we’ve combined 13.7 oz. Italian denim with Dyneema®, the single strongest fibre known to man. While regular denim was strong enough to survive the last century, you're going to need something tougher to survive the next one. That’s why every pair is woven with 25% Dyneema®, making the jeans highly resistant against rips, abrasion and wear and tear over time.

While denim woven with Dyneema® is insanely tough on its own, we’ve taken a typical failure point in jeans and made it even stronger. We’ve lined the seat of the jeans with a layer of Cordura – a high tenacity nylon with extremely high abrasion resistance. During lab testing we recreated a 75kmph fall and drag on concrete, and the seat survived without a single hole appearing. The rest of the jeans easily passed at 45kmph too, making these some of the toughest jeans ever made.

If you've ever come across ultra-lightweight Dyneema® used in backpacks you'll know it feels and sounds a bit like paper. But the Indestructible Jeans feel (and sound) just like jeans. You wouldn't know they have Dyneema® in them until you need it. And that's because the Dyneema® is woven in with the cotton during the weaving process. We also add a small amount of nylon for extra stability and elastane for stretch. It makes the jeans incredibly soft and comfortable from the moment you put them on, and extremely hard-wearing at the same time.

The Indestructible Jeans are built with six pockets. There are two large front pockets fully lined with Cordura. Layered just behind the front right pocket you'll find a small ticket pocket. Two angled back pockets sit at the back of the jeans, and they're half lined with Cordura too. You'll find another ticket pocket at the right back pocket. And on the side of the left thigh we’ve added a tool loop you can use to attach extra gear.

To understand just how tough Dyneema® is you have to look at how it's being deployed in the world today. It's used to make bullet resistant vests, armour and helmets. It's used in panels on tanks to protect against stronger ballistic threats like anti-tank projectiles. And you'll find it in bulletproof cockpit doors in most commercial planes in the US. Unlike other high-strength materials it's so light it floats on water, and it's resistant to the long-term effects of moisture, UV light and chemicals, which is why it's now also being used in artificial limbs.

Don't worry if you end up somewhere freezing. Dyneema® gets stronger as it gets colder. So when it's not being used to make insanely strong jeans, you'll find Dyneema® ropes on giant ships and deep-water oil rigs that have to perform in freezing seas. A mooring rope on a winch buried under heavy ice on a ship sailing in extreme conditions can't afford to fail. As the temperature drops down to -50°C the Dyneema® ropes gain 5-10% strength. Projections show that the rope would gain even more strength if it dropped to -150°C. And it doesn't just get stronger, it also loses no strength in relation to abrasion resistance or cutting.

To make denim this strong requires a special kind of partner, so we worked with a 130-year old, family-owned, artisanal Italian mill just outside Venice, with a pedigree in some of the most heavy duty fabric categories going. They specialise in high-end speciality denim and bespoke weaves and have a roster of designer names on their books as a result. But we wanted to try something different and make denim insanely high performance. So we worked with them to build an incredibly high-strength fabric that's also lightweight, stretchy and comfortable.

We work with suppliers committed to reducing their impact on their environment. So our Italian partners have cut the amount of water they use and waste they produce by half through use of new technology. Waste is sent to a yarn-spinner in northern Italy that produces recycled yarn. The dyeing process and weaving looms have been adjusted to be more energy efficient and reduce emissions. The cotton yarn in these jeans is organic and comes from a yarn-spinner near Milan. And the fabric is certified by the Global Organic Textile Standard (GOTS), ensuring the harvesting of raw materials and the production process is done in a socially and environmentally responsible way.