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M&S unveils sustainable denim capsule collection

Jeremy Lim
25 February 2022

Marks and Spencer has unveiled its first capsule collection as part of The Jeans Redesign, a project led by the Ellen MacArthur Foundation.

The five-piece capsule collection has been produced to meet the guidelines for recycled content, safe chemistry, material sourcing and recyclability and co-developed with over 80 denim experts.

Priced from £18, M&S’s Jeans Redesign capsule collection offers five jeans styles available across womenswear, menswear and kidswear.

The new range has been designed to be fit for a circular economy, with the styles maximising the use of easily recycled and renewable materials and are made with organic cotton, including a minimum of 25% recycled cotton. Unnecessary components such as metal rivets have been removed, allowing more of the fabric to be successfully remade into new garments.

In addition to the new Jeans Redesign capsule collection, M&S launched new sustainability standards across its entire hero product category of denim last year. Since then, M&S has continued to make changes to each stage of the development process, from reducing water consumption and chemical impact to increase the use of sustainable fibres.

Monique Leeuwenburgh, Director of Sourcing for M&S Clothing & Home, said: "As an own brand retailer we’re uniquely positioned to work with our long- standing suppliers and partners on new and better ways of doing things. Denim is a staple clothing product and more sustainable denim really matters to us and to our customers.

"Our latest M&S Family Matters Index highlighted that the environment and the impact that clothing choices have on the planet is a top concern for our customers. Our Jeans Redesign capsule collection has been created with the Ellen MacArthur Foundation’s guidelines and offers customers the confidence their purchase is not only stylish, quality and great value – but also created with circularity in mind."

The Ellen MacArthur Foundation is one of the partners M&S works with to address the ongoing challenges of manufacturing denim, with the retailer also working with Jeanologia to ensure its entire denim range meets its sustainable denim principles. The capsule collection is also part of M&S’s wider commitment to offer more sustainable denim and pledge to become a net zero Scope 3 business by 2040.

Laura Balmond, Fashion Initiative Lead at the Ellen MacArthur Foundation added: "The Jeans Redesign project demonstrates that it is possible to make products fit for a circular economy, today. We’re pleased to see the solutions identified by M&S and the growing understanding of the challenges that must be addressed to achieve the vision of a circular economy for fashion at scale.:

The Jeans Redesign five-piece capsule collection is available exclusively on M& for next day delivery or click & collect to over 700 M&S locations.

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