At ODO™, we are revolutionizing the denim industry by focusing on sustainable fashion that allows you to practice smart washing and raise a toast to "Green", every day. According to Elana Rosenblatt, author of The Reformation, "As much as 80% of a garment’s energy footprint happens during garment care and nearly 90% of clothing is tossed before the end of its life."
ODO™ is going to change these statistics. An average American drinks 1,420 glasses of water every year. Five times that amount of water goes into washing a single pair of jeans. With self-cleaning technology, we can effectively go weeks between washes without compromising on the hygiene and looks of the denim. Less washes subsequently mean a longer life.