High Life

HIGH LIFE 37 Sporting a black t-shirt, round framed eye glasses and a measuring tape hanging from his neck, it comes as no surprise that Cyrus is keen to educate each and every customer that walks through the shop door on the importance of sustainable fashion. The older something gets, the better it looks is his basic motto. “Some have worn their denim from the age of 18 until they are 80,” he smiles. “It’s a good fashion investment because it can last for a very long period of time, if not forever.” Walking around the shop, all types ofdenimareondisplay. Fromshirts and straight-cut pants to washed and raw denim, their rustic luxe upshot suggests there ismore thanmeets the eye. Yet most staggering is the revelation that it takes 3,800 liters of water to produce a single pair of washed denim jeans – equivalent to fiveyears’worthofwaterconsumption for a single human being. Cyrus observes that, under such heavynumbers,sustainabilityisaconcept thatmustbeadopted immediately.