The denim shirt
Sortie en novembre 2023
We use organic cotton because so-called "conventional" cotton is a disaster for insects, birds and farmers. More info in this article.
235g/m2 is the equivalent of 7 oz, a density** **slightly higher than average. This fabric is both durable and comfortable.
With** **room for the chest, room for the hips (thanks to a rounded cut on the sides) and just the right length to wear it tucked in or out of your trousers.
This shirt is made in Portugal, at the Supercorte factory we've been working with since 2017.
Worn, tested and approved by thousands of customers, this shirt is the result of a quality-ethics-price balance that we now consider the best we can do.
For example, we could go for a reactive dye, which doesn't fade, but we'd lose all the beauty of the denim's patina.
The techniques behind the quality
Thick buttons
We went for thick resin buttons that won't break in the wash, unlike wooden or mother-of-pearl ones.
Just in case, a spare button is sewn onto the composition label.
Thick buttons
Ascolite® fixing
Pre-washed
Ascolite® fixing
To make sure the buttons don't come loose, we've reinforced how they're attached with Ascolite technology, a process that wraps the base of each button in a heat-fused thread.
Thick buttons
Ascolite® fixing
Pre-washed
Pre-washed
This shirt is stabilised and pre-washed at the factory, so it won't shrink on you at home (with cotton clothes, most of the shrinkage happens during the first wash).
Thick buttons
Ascolite® fixing
Pre-washed
Hi (cow) girl
For this denim shirt, we found a beautiful Italian denim made from 100% organic cotton, available in two shades: a “stone” blue like the ones in westerns, and a washed-out “bleached” that goes with everything. Yes, this shirt is beautiful, but it's also sturdy: the fabric is dense (235g/m2), the buttons are thick and their attachment is reinforced.
In detail
Candiani denim
An Italian manufacturer renowned for the quality of its denim fabrics.
Indigo dye
A so-called "pigment" dye that fades wash after wash, giving the fabric a distinctive shade.
Chest pocket
To store your lasso.
Rounded cuffs
The sleeve ends are cut in a curve: they wear out less over time and washes.
How to wear it
A few ideas if you're stuck
Composition
100% cotton
Origin and certifications
... make it in Portugal and not in France? Of course, producing in Portugal lets us sell at a lower price. But it's also easier to achieve good quality there: back in the 80s, when France offshored its industry, Portugal strengthened its own. That said, others do manage to make denim shirts that are 100% made in France, like Atelier Tuffery.
... the cotton comes from so far away? Cotton always comes from far away. While a few die-hard holdouts manage to grow it in their fields, cotton farming is marginal in Europe. For this shirt, we can't influence where the cotton comes from geographically, because the yarn is selected by our weaver.
How this product will age
How do we know? We ask our customers what they think of the product one year after they've bought it. And if the product is less than a year old, we give you our predictions based on some spontaneous feedback and on our experience with similar products.
This shirt is going to age beautifully - that's the great thing about quality denim, it develops a patina over time. And we're all the more confident about it because we've seen how the men's version (made with the same fabric) holds up. Like any denim shirt, it will fade with washing, especially in areas that rub such as the elbows or the collar.
Care instructions
It's 100% cotton, so it's machine washable at 40 degrees and can go in the tumble dryer. But it's better to wash it at 30°C and air-dry it: it works just as well, it's far greener, and it'll extend the shirt's life. And be sure to unbutton the collar and cuffs to minimise friction and keep them from wearing thin over time (like here).
The stone and bleached versions are indigo-based and will fade slightly with washing, which is completely normal.
Our best tip for keeping your denim shirt from coming out too creased and making it easier to iron: spin it at low speed (600 rpm max) and hang it on a hanger while still damp. And by the way, ironing is an art we can't teach you in a few lines: here's a great three-minute video demonstration. Don't forget to always iron your shirts inside out and at a low temperature to damage them as little as possible.
Environmental cost
This environmental cost is calculated using the official methodology of the French environmental labelling scheme (in force since 1 October 2025).
The label above shows the product's environmental cost according to the official methodology of the French environmental labelling scheme. It's what its manufacture "costs" nature when you look at its impact on climate change, ocean acidification, its toxicity to freshwater, and so on. Currently rolled out in the textile sector, this label should soon appear on many everyday consumer products (food, cosmetics, furniture, etc.) to help you shop more responsibly.
The denim shirt therefore has an environmental cost of 488 impact points*.
By comparison, a garment of equivalent weight, made of 100% conventional cotton, manufactured in Bangladesh and sold by a fast fashion brand, has an environmental cost of 2024 points*.
Why the difference? Here are the main reasons:
- The countries of production: manufacturing in Portugal or France requires less fossil fuel than in Bangladesh (one of the main producers of low-cost clothing). The result: this more local manufacturing limits the impact on climate change, ocean acidification and resource depletion.
- The material: organic cotton has a fairly low environmental impact compared to conventional cotton, notably because it uses few pesticides (so low toxicity for freshwater) and because it's biodegradable (so fewer issues with microfibres or end-of-life waste).
- Durability: fast fashion brands drive purchases by renewing their collections very quickly and offering a huge number of items, and they discourage repairs by charging laughably low prices. This increases the number of garments sold per person and reduces the number of times a garment is worn. At Loom, we've chosen the opposite: business practices that encourage our customers to keep their clothes as long as possible.
Even though we've done everything to keep it as low as possible, this product's environmental impact isn't negligible. So before you buy, make your clothes last as long as you can.
*Calculations performed by Loom on 31/08/2026. Click the links to view the simulations from the official Ecobalyse tool and get more details about the assumptions used. Please note: the number of points is not always exactly the same on Ecobalyse (whose method evolves regularly) as on the official environmental labelling (based on version 7.0 of Ecobalyse)
Reviews for this product
The standard practice is to send review request e-mails a few days after the purchase. We wait a month, the minimum time needed to form a well-informed opinion
Customer review policy
When do you ask customers for reviews?
We send you a review request one month after you receive your order. We reckon that's the minimum amount of time needed to have worn and washed a garment several times and to really form a well-informed opinion. After that, all your reviews are published within the week, whether they're good or not.
Do you ask for reviews on 100% of the products customers order?
We used to do that at first, then we realised we were starting to send far too many emails to some people who buy from us regularly. In short, we were spamming a bit. On top of that, it was starting to take up way too much of the team's time to reply to reviews - since we want to reply individually and privately to almost every person who leaves us a review. Today, we no longer ask for reviews on products that meet the following two criteria: 1/ There are enough reviews shown on the site for people who want to buy to form a well-informed opinion about the product 2/ We've read enough reviews within the Loom team to understand how to improve the product for the next generation.
Hold your horses: what proves we don't tamper with reviews by slapping 5 stars everywhere?
Honestly: nothing, we're just giving you our word. Same as for everything else, by the way: where we manufacture, where our wool comes from, our lab test scores, and so on. The only times we might touch what you write are if your message contains spelling mistakes (and even then, quite a few slip past us) or if it's racist, homophobic, and so on (but that's never happened so far).
Asking for a review after a month isn't enough to know whether the clothes really are durable, is it?
You're right, which is why we send you another review request email a year after your purchase – we even ask for a photo to see how your garment has aged. The answers help us improve our clothes and provide information about "how this product will age" on our product pages. To avoid bothering our customers needlessly, we don't ask for these reviews on 100% of the products ordered: as soon as we have enough data to understand the areas for improvement, we stop asking for the one-year reviews.