Denim’s so durable it’s practically kid-proof
As well as looking good, there are plenty of practical reasons for dressing kids in denim. It’s famously hard-wearing and many of our jeans styles have added stretch – no matter how many cartwheels they do, our denim can take it. And we’re making sustainable strides, too: all our cotton, including denim, is responsibly sourced, and our denim is now made with 86% less water compared to the industry average for garment finishing (according to Jeanologia). Plus we’re getting rid of harmful chemicals, replacing them with chemicals that are kinder to people and the planet.
Shopping for dad? Read our edit of the best men’s jeans for spring/summer 2021 first.
Words: Miranda Eason