While the Covid-19 crisis and the increase in telecommuting have directly penalized the jeans market, the “Flash Jeans” study conducted by Kantar, reveals the new clothing habits of the Frenchpeople. Bonobo is the second most popular jeans brand in France (in terms of value). This success can first be explained by the growing interest of consumers in ethical jeans: +50% in one year. 100% of the jeans offered by the brand are made from eco-responsible cotton (recycled organic and BCI). No more conventional cotton. In addition, Bonobo’s objective is to reduce it’s water consumption by 50% over the period 2015-2025. To date, 2/3 of the way has already been done.