Sharkah Chakra - Launches the ultimate naturally sunbaked white denim

Sharkah Chakra has created what it believes to be the world’s greatest pair of white jeans and a fashion first, launching the first ever white jean to be 100% bleach free.

Made from super soft organic denim and using a time old recipe of sun baking, and waiting and waiting until they reach the perfect white. Sharkah Chakra has spent months perfecting a white jean which is completely chemical free; it takes over 6 months in the Indian sunshine to get the perfect pure snow white colour. The white is complemented beautifully by intricate gold peacock stitching on the pockets, and a 9ct gold rivet – the mark of quality. The jeans are available in two styles - Orcha, a straight leg jean which elongates the leg and flatters the behind and is great with flats, flip flops and stilettos, and a boot cut fit which looks fantastic when teamed with this seasons wedges.

The white jeans are made the Sharkah Chakra way - born out of an obsession with perfection and authenticity each pair takes over 250 days to make – hand crafted on the original wooden selvage looms, hand-cut and hand-stitched. Sharkah Chakra uses traditional techniques to create the ultimate in desirable and luxurious denim.

May 2008

Luxury, without exploitation, Sharkah Chakra founder Sara Simmonds says, “We’ve studied the way we make our denim to create the minimum environmental impact and we believe we’ve created something truly innovative with our bleach free white jeans. I’m really proud that we have found a way to create this amazing white denim without any harmful chemicals. We’re also committed to the artisans who create our jeans – it’s our policy to enhance the living standard of everyone that works with us - with an emphasis on developing skills in a community and helping to support the creation of sustainable livelihoods within those communities. To give our customers absolute confidence, we’ve got Fairtrade accreditation of the entire supply chain.” The Spring Summer 2008 collection is also available in: Lotus Sky: The lotus sky wash is part of Sharkah’s vintage collection – the jean is drenched in natural indigo and dried in the Indian sun to create a look and feel of the authentic denim of the 1970’s – every pair is unique and cannot be replicated. Bishali true: Bishali true is the collection’s most faded vintage look. The style has been hand scraped and finished with pumice stones to create natural breaks and wear marks to create an authentic looking colour and finish. Sharkah Chakra jeans are loved for their flattering fit and green credentials by Denim addicts and celebrities alike and are available on the website www.sharkahchakra.com and in Harvey Nichols, Liberty, Browns and Matches. For all media enquiries please call: Mark on 07989 345 393 or Sarah on 07831 266268Or email: SharkahChakrah@firestarcomms.com