DESTINATION DENIM

People holding dark-wash blue jeans

Looking out for the planet? It's in our jeans

The fits you need and the styles you want, made with 100% responsibly-sourced cotton and 80% less water in the finishing process this year.* But there’s more to be done…

Looking out for the planet? It's in our jeans

The fits you need and the styles you want, made with 100% responsibly-sourced cotton and 80% less water in the finishing process this year.* But there’s more to be done…

Denim with a difference

We're replacing standard indigo dyes with cleaner, more resource-efficient alternatives.

Woman wearing denim shirt and denim jacket

Denim with a difference

We're replacing standard indigo dyes with cleaner, more resource-efficient alternatives.

OUR REMARKABLE PARTNERS

From sourcing to finishing, we’ve found the right partners to ensure we are at the cutting edge of more responsibly sourced denim.

From sourcing to finishing, we’ve found the right partners to ensure we are at the cutting edge of more responsibly sourced denim.

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For more than 10 years we’ve worked hand in hand with the Better Cotton, and in 2019 we became the first British retailer to source all its cotton from more sustainable sources. Sourcing this way improves farmers’ working conditions, profits and their communities, while being better for the environment, too.

For more than 10 years we’ve worked hand in hand with the Better Cotton, and in 2019 we became the first British retailer to source all its cotton from more sustainable sources. Sourcing this way improves farmers’ working conditions, profits and their communities, while being better for the environment, too.

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For the past five years we’ve been working with Jeanologia, whose innovative techniques allow us to finish our jeans with both style and eco-credentials at the forefront. This has led to us reducing our denim water usage, therefore using less of our planet’s vital resources.

For the past five years we’ve been working with Jeanologia, whose innovative techniques allow us to finish our jeans with both style and eco-credentials at the forefront. This has led to us reducing our denim water usage, therefore using less of our planet’s vital resources.

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*Compared to the industry average for garment finishing, according to Jeanologia.

*Compared to the industry average for garment finishing, according to Jeanologia.

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