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Freemans launches own denim brand created with sustainable cotton

Tom Shearsmith
15 September 2021

Freemans has announced the launch of its most comprehensive denim offer yet, which sees the introduction of a new own label range, available in sizes six to 32.

The exclusive ‘Feel Good Denim’ brand has one single price point of £39, is available in short, regular, and long length options. It also offers a variety of styles and colour ways including, skinny, straight leg, boot cut and weekend jean.

From its conception, sustainability credentials were at the heart of the range, achieved through Freemans partnering with the ‘Cotton Made in Africa Initiative’.

The social enterprise provides sustainable cotton, which in turn supports environmental growing as well as improving the living conditions of farmers and their families in Africa.

Wearer trials were conducted over the course of last year on a diverse range of women of different, shapes, sizes, and ages to ensure that this final product range, provided the best fit possible.

The trials included colleagues from across the Freemans’ business, including the denim team as well as FGH’s Chief Merchandising Officer, Linda Quinn.

A marketing campaign called ‘Worn by Us, Designed for You’ launches this week on the retail group’s Kaleidscope site and uses colleagues from around the business to showcase the offer.

Linda Quinn, Chief Merchandising Officer, Freemans, said: “Customers have been telling us that finding a great pair of jeans that not only fitted but flattered was their main frustration. So, we decided to do something about it. Since the lifting of lockdown denim is witnessing a resurgence in popularity across all customer age groups. As such, we wanted to offer one of the best, if not the best fitting jeans on the market.

“With extensive testing with amazing denim, and some clever fit enhancing features the team has delivered exactly this linked to really strong sustainability credentials. The Feel Good range is my now go to jean.”

In addition to its own Feel Good Denim range Freemans also stocks a comprehensive range of third party brands from the likes of G Star, Levi’s, Calvin Klein, Tommy Hilfiger, Whistles and Warehouse.

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