J.Crew recently launched its first round of Fair Trade certified collections. The collection comprised 18 styles of denim and is included its eco collection. Made at its Saitex factory, a ‘zero-discharge facility; the collection uses 65 per cent less chemicals and 75 per cent less water than conventional fabric. The Saitex factory reports to have reduced their energy consumptions by 13 million kw of power per year and recycles most of its water waste.

The Fair Trade certification applies to the process of making the denim, not the materials themselves. Denim’s other problem is cotton, a water-intensive crop that’s been involved in countless GMO debates. Whereas some brands, such as Nudie Jeans, have become iconic for organic cotton denim made consciously, the bigger players have been slower adopters.