We only use cotton that’s responsibly sourced to make our denim, and by measuring the water in each wash, we’re careful with every drop
We only use cotton that’s responsibly sourced to make our denim, and by measuring the water in each wash, we’re careful with every drop
We're also increasing the use of recycled polyester and recycled cotton in our denim ranges. Plus, we’re replacing standard indigo dyes with cleaner, more resource-efficient alternatives. It’s all part of the plan
We're also increasing the use of recycled polyester and recycled cotton in our denim ranges. Plus, we’re replacing standard indigo dyes with cleaner, more resource-efficient alternatives. It’s all part of the plan
From sourcing to finishing, we’ve found the right partners to ensure we are at the cutting edge of more responsibly sourced denim.
For more than 10 years we’ve worked hand in hand with 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 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.