DESTINATION DENIM

Look behind the label logo

Your jeans, your planet

The fits you need, 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, including reducing the water and energy needed in our denim dyeing and finishing

Your jeans, your planet

The fits you need, 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, including reducing the water and energy needed in our denim dyeing and finishing

Making kinder denim

We only use cotton that’s sourced more sustainably (it’s better for the environment and the farmers), and we use less water throughout other parts of the denim-making process

Men wearing different styles of jeans

Making kinder denim

We only use cotton that’s sourced more sustainably (it’s better for the environment and the farmers), and we use less water throughout other parts of the denim-making process

OUR REMARKABLE PARTNERS

From sourcing to finishing, we’ve found the right partners to ensure we are at the cutting edge of planet-friendly denim. For more than 10 years we’ve worked hand in hand with the Better Cotton Initiative, 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

From sourcing to finishing, we’ve found the right partners to ensure we are at the cutting edge of planet-friendly denim. For more than 10 years we’ve worked hand in hand with the Better Cotton Initiative, 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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