Lee Jeans has partnered up with luxury department store Selfridges on a pop up store presenting Lee’s For a World That Works (FWTW) sustainability platform.
The Lee Jeans X Selfridges takeover space showcases the FWTW men’s collection. This collection features products designed and manufactured using a range of low impact, planet-friendly materials and processes.
These include the use of recycled fabric and organic cotton, low waste Crystal Clear dyeing process, the brand’s Indigood initiative, which is designed to create high-quality low-impact denim as well as its Back to Nature products, which are made to be completely biodegradable.
Lee Jeans’ FWTW platform is in line with Project Earth, Selfridges new transformational sustainability initiative, launched on August 17, that aims to change the way Selfridges does business and the way consumers shop by 2025.
The pop up space has been constructed from recycled and salvaged materials that can be re-used. The area has been designed with a deep blue colour referencing both denim – Lee Jeans’ core product – and the blue planet, which is at the heart of the initiative.
Lee Jeans’ senior director of global sustainable business, Roian Atwood said: “We all know the urgency of global issues and that changes need to be made in how we produce and consume apparel. At Lee, we feel a responsibility to help create a more dynamic and sustainable future, so it’s an honour to partner with the prestigious department store Selfridges to spearhead that change.”
The Lee Jeans X Selfridges takeover space aims to bring the For a World That Works platform to London shoppers and highlights how both Lee Jeans and Selfridges is committed to future friendly fashion retail.
In April, the brand committed to a series of global sustainability goals, including powering its facilities with 100% renewable energy, sourcing 100% sustainably grown or recycled cotton, using more sustainable synthetics and increasing its sustainable product base every year.