Reuse Jeans, an eco-friendly denim company with its flagship shop in Laguna Beach, started when owner George Powell's son, Luke, asked him a good question.
"We were taking bottles and cans to the recycling center in Dana Point, and he asked why we recycle," Powell said. "I said we do it to preserve the earth for our children and our children's children."
Luke looked up and asked, "Why don't we recycle everything?"
A partner in a factory in mainland China, Powell produced jeans for Diesel, 7 For All Mankind, Rock & Republic, American Eagle and many other familiar names in the denim industry.
One thing he noticed in the factory was the remnants. Bags of excess denim spanned rooms the size of warehouses. With his son's curiosity serving as a catalyst, Powell decided to create jeans made from the remnants, which otherwise would be burned in China.
Three years later, Reuse Jeans was born. The company uses 80% recycled cotton for its men's and women's denim lines.