Not-so-fun fact: it takes up to 4,000 litres of water to make a single pair of jeans. Much of this waste water goes back into our rivers and oceans full of hazardous pesticides. Enter Boyish, the sustainable California brand founded in 2018 by Jordan Nodarse, former Director of Denim at cult ethical label Reformation. As Boyish joins the Selfridges squad (with a pop-up in our Denim Studio at Selfridges London on Tuesday 2 July), we caught up with Jordan to talk recycled fibres, vintage finds and why we should all be wearing men’s-inspired jeans.