DESTINATION DENIM

Women wearing denim jacket and jeans

Denim for everybody

The fits you need, the styles you want, with 100% responsibly sourced cotton, 86% less water* and kinder chemicals

Denim for everybody

The fits you need, the styles you want, with 100% responsibly sourced cotton, 86% less water* and kinder chemicals

Making kinder denim

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

Men wearing denim shirt and jeans

Making kinder denim

We only use cotton that’s sourced more sustainably (it’s better for the environment and the farmers), and use less water throughout other parts of the denim 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 culminating in being the first British retailer to source all our cotton from more sustainable sources in 2019. Sourcing this way improves working conditions, profits and farming communities while saving the environment

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 culminating in being the first British retailer to source all our cotton from more sustainable sources in 2019. Sourcing this way improves working conditions, profits and farming communities while saving the environment

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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 reducing our denim water usage by 86%* and to the adoption of kinder chemicals, therefore using less of our planet’s vital resource and helping to maintain water quality for flora, fauna and humans alike

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 reducing our denim water usage by 86%* and to the adoption of kinder chemicals, therefore using less of our planet’s vital resource and helping to maintain water quality for flora, fauna and humans alike

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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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