A Japanese brewery is breaking new ground by selling jeans made with waste from the brewing process. – Photo: Filepics
Hit hard by the Covid-19 pandemic, Japan's Sapporo Breweries is trying to win over new customers, not by launching a new beer, but by selling its own next-generation jeans. To everyone's surprise, the famous beer-maker has turned to upcycling to transform waste from the brewing process into a genuine fashion creation.
Many industries have been forced to reinvent themselves during – and after – the pandemic, to reconnect with their customers and to attract new ones. But no one expected a Japanese brewery, Sapporo Breweries Limited, to start making jeans.
