Marks and Spencer has launched new sustainability standards for its denim products across womenswear, menswear and kidswear, with all products to be made of 100% responsibly sourced cotton, made with 86% less water and kinder chemicals.
M&S has already begun switching denim product to more sustainable versions, with nearly 50% of its Spring/Summer range using indigo dyes.
The new standards are part of the company’s wider approach to sustainable clothing and focus on three key aspects of denim manufacturing from sourcing to finishing – the fabric, the wash, the dye.
100% of the cotton used for all M&S clothing will always be responsibly sourced, with the majority through the Better Cotton Initiative – helping farmers to reduce their water usage and increase their profits.
By partnering with Jeanologia, M&S together with its suppliers have worked to address water usage by investing in new technology. As a result, on average M&S jeans are now made with 86% less water compared to the industry standard for denim finishing.
Finally, M&S is committed to switching standard indigo dyes with cleaner alternatives that are kinder to people and the planet, requiring less water and chemicals to produce.
The new sustainability features are to be brought to life in a marketing campaign for its Spring/Summer 2021 denim range.
Monique Leeuwenburgh, Head of Product Technology for M&S Clothing & Home, commented: “Denim is a wardrobe staple for our customers – but we know now more than ever they want style where sustainability is built in as standard.
“By taking collaborative action with our denim suppliers, we can give our customers the confidence that every pair of M&S jeans they buy for the family are not only stylish, great quality and fantastic value – but have been responsibly made too. Our new Spring/Summer denim campaign brings that trusted value promise to life across our digital channels.”