2023.09.01

Jeans Born from Beer Production Byproducts: Sapporo Beer "Kuro Label Malt & Hops JEANS"

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Denim is widely used in various apparel products, such as jeans, jackets, and bags. Because its color and texture can vary depending on the product, and it can age beautifully, it has garnered many fans.

Denim typically uses cotton thread, but there are also versions made with thread crafted from washi (Japanese paper). The one that made the original jeans "Kuro Label Malt & Hops JEANS" using such a unique material is Sapporo Breweries Ltd..

Furthermore, the raw materials for the washi used in these jeans are malt feed and hop stems and leaves, which are by-products of the brewing process of Sapporo Nama Beer Kuro Label. By upcycling these materials, they are contributing to sustainability and enhancing the unique brand power of Kuro Label.

This time, we spoke with Shinnosuke Araki and Fumiko Naruse from Sapporo Breweries Ltd. about the creation and production process of "Kuro Label Malt & Hops JEANS".

PROFILE

Shinnosuke Araki

Sapporo Breweries Ltd., Beer & RTD Business Division
Kuro Label Brand Manager

PROFILE

Fumiko Naruse

Sapporo Breweries Ltd., Product & Technology Innovation Division

Not Just Kuro Label, but Incorporating the True Charm of Denim

First, can you tell us about the sustainability activities of the Sapporo Group?

In November 2022, the Sapporo Group comprehensively reviewed their key sustainability issues.

Currently, all business operations aim to contribute to the well-being of people and local communities through the "time" and "space" they provide. The three key issues are the "realization of a decarbonized society," "coexistence with local communities," and "promoting diversity in human resources."

Specific indicators and goals are set for each issue, and efforts are being made to achieve them.

The production of these jeans is also part of your sustainability efforts, right? What prompted you to start manufacturing them?

We were initially exploring ways to upcycle (enhance the value of) by-products such as malt feed and hop stems and leaves produced during the beer brewing process. Although these are 100% downcycled (recycled into raw materials) for feed and fertilizer, given current circumstances, we were looking for alternative uses.

During this time, we encountered "Curelabo," a company in Okinawa working on upcycling sugarcane.

Curelabo manufactures and sells apparel materials from bagasse (fibers derived from pressing sugarcane) and also produces apparel products. Through their affiliated brand, "SHIMA DENIM WORKS," they were already converting bagasse into denim products. Utilizing their technology, we decided to create denim products using beer by-products.

This project started in July 2021, and it took about nine months to bring "Kuro Label Malt & Hops JEANS" to market.

As a beer manufacturer, is there anything specific you focused on during the creation of these jeans?

Our main focus was not just on upcycling and highlighting the Kuro Label brand, but also on truly pursuing the inherent charm of denim itself. We believed that if the jeans themselves weren’t stylish, they wouldn’t meet the expectations of Kuro Label fans.

Once we ensured the base design was appealing, we incorporated Kuro Label logos and beer-related designs. The top button features a star, the symbol of Kuro Label, and the founding year of Sapporo Brewery.

Additionally, the rivets are modeled after barley grains, and the leather patch is embossed with the Kuro Label logo and the words Malt and Hops to indicate the raw materials. Every detail showcases original and unique design elements.