Marks & Spencer has switched its denim items to a more sustainable indigo dye and the new range also uses 86 per cent less water and 100 per cent responsible sourced cotton.
Marks & Spencer has found that 58 per cent of its customers commented that sustainability is a key consideration when shopping, and 75 per cent are looking for jeans that are made to last. The first M&S range to meet the new standards launches online today across womenswear, menswear and kidswear.
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.”
Underpinning M&S’s new denim standards is the retailer’s wider ethical commitments, as M&S continues to focus on ensuring workers are treated fairly and their human rights are respected.
