British retailer Marks & Spencer (M&S) has launched a five-piece circular denim collection designed in line with the Ellen MacArthur Jeans Redesign guidelines.
As per a Sourcing Journal report, the collection uses non-stretch fabrics made with organic cotton and a minimum of 25 percent recycled cotton. As part of the guidelines, the jeans are also free of metal rivets which can hinder the recycling process, and jeans were tested to ensure they maintain their quality after a minimum of 30 home washes.
The line includes women’s mom and boyfriend jeans, a tapered jean for men, a mom jean for girls and a standard fit for boys. The collection is now available exclusively on the M&S website, with prices from 18 pounds to 39.50 pounds.
In 2021, M&S set new standards for its denim supply chain. According to these standards, all cotton used for M&S clothing would be responsibly sourced, with the majority collected through the Better Cotton Initiative, which helps farmers reduce their water usage and increase their profits. The company pledged to reduce water intake during the wash process by using technologies from sustainable finishing tech firm Jeanologia. Standard indigo dyes were also swapped for cleaner alternatives that require less water and fewer chemicals to produce.
