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Masada Jeans – Reborn in the Dead Sea

I am Laurent David Vannucci, founder of Masada Jeans. I created the first sustainable denim brand in the world to be naturally washed with Dead Sea salt, at –430 meters below sea level, the lowest point on Earth. During my travels, I select premium vintage jeans, redesign their lines and reconstruct them in my Tel Aviv workshop. Each piece is then hand-washed with abrasive Dead Sea salt crystals and dried under its sun, a unique process that uses no chemicals and creates rare shades of indigo, cobalt blue, and turquoise. Masada Jeans is built on four values: selection, craftsmanship, innovation, and eco-responsibility. Inspired by the fortress of Masada and the landscapes of Israel, I see this project as more than fashion – it is a story, a culture, and an Israeli Dream. Here I share my workshop, the ritual of Dead Sea washing, my collections, inspirations, and international collaborations. Join me in the world of Masada Jeans , The denim from the Dead Sea