SIFIRbir — sıfır bir, Turkish for "zero, one"
Zero impact.
A new beginning for denim.
Beautiful denim, made like the planet is watching.
Who we are
An eco-denim brand born inside a wash-innovation lab.
Since 2008, SIFIRbir has helped the world's denim brands and mills make jeans with a fraction of the water, energy, and chemistry. Today we make our own denim the same way — pairing authentic, lived-in character with a process built to approach zero environmental impact.
Our story
A cup of water for a pair of jeans.
Our founder, Ercin Görür, has spent over 23 years in denim, obsessed with a single idea: making a pair of jeans with no more than a cup of water. Together with co-founder Cherry Chan Gorur, he grew SIFIRbir from a workshop in Istanbul into a dedicated eco-innovation base in China — and a movement to rewrite how denim is born.
2008Istanbul — founded
2014China — eco-innovation base
2022Shiqi, Zhongshan — today
Over 23 years our team has partnered with brands and mills including Diesel, Levi's, Tommy Hilfiger, Massimo Dutti, Inditex, ISKO and Orta.
How we make denim differently
Digital Laundry 5.0
We replaced the dirtiest steps of traditional denim with clean technology — WISER WASH, laser finishing, ozone and water-recycling washing — and score every garment for its real environmental impact (EIM). Less water. Less energy. No substances of concern. Same denim you love to wear.
Our Zeros
Five zeros. Five new definitions.
- Zero EmissionsEvery drop of water matters — closed-loop recycling, no wastewater discharge.
- Zero Chemical UseTrue skin-friendliness, achieved without harmful chemistry.
- Zero Steam UsageWe drop conventional steam processes so energy isn't wasted.
- Zero Hand-CraftsmanshipLaser and automation replace manual hand-sanding — safer, and precise.
- Zero-Pollution ManufacturingThe sum of it all: zero-pollution production, proven with data — not a slogan.
Every wash is also graded against our Washing Standard (Tier 1–3).
What we believe
Business as a force for good.
People and planet come first. We're fashionistas and technocrats, optimists and rebels — here to prove that "Made in China" can mean smart, clean, and proud.