UK's M&S unveils denim collection as part of Jeans Redesign Project

M&S’s Jeans Redesign capsule collection includes womenswear, menswear and kidswear in best-selling shapes. The five-piece capsule collection has been designed to be fit for a circular economy - made to be used more, made to be made again and made from safe and recycled or renewable materials. The styles have maximised the use of easily recycled and renewable materials and are made with organic cotton, including a minimum of 25 per cent recycled cotton, the company said in a media release.

Plus, the garments have removed unnecessary components, such as metal rivets, that hamper the recycling process - meaning that when jeans are recycled, more of the fabric can be successfully remade into new garments. The styles have also been rigorously tested to ensure that they still look and feel great after 30 washes.

In addition to The Jeans Redesign capsule collection, last year M&S launched new sustainability standards across its entire hero product category of denim. Since then, M&S has continued to make changes to each stage of the development process, from reducing water consumption and chemical impact to increase the use of sustainable fibres.

Besides the Ellen MacArthur Foundation, M&S works with Jeanologia, the leader in sustainable finishing technologies, to ensure its entire denim range meets its sustainable denim principles. This is all part of M&S’s wider commitment to becoming a net zero Scope 3 business across its entire supply chain and products by 2040 with collaboration being key to achieving this.

Monique Leeuwenburgh – director of sourcing for M&S Clothing & Home, commented: “Our latest M&S Family Matters Index highlighted that the environment and the impact that clothing choices have on the planet is a top concern for our customers. Our Jeans Redesign capsule collection has been created with the Ellen MacArthur Foundation’s guidelines and offers customers the confidence their purchase is not only stylish, quality and great value – but also created with circularity in mind.”

Laura Balmond - fashion initiative lead at the Ellen MacArthur Foundation, commented: “The Jeans Redesign project demonstrates that it is possible to make products fit for a circular economy, today. We’re pleased to see the solutions identified by M&S and the growing understanding of the challenges that must be addressed to achieve the vision of a circular economy for fashion at scale.”

The Jeans Redesign five-piece capsule collection is available exclusively on M&S online and retail stores.

Fibre2Fashion News Desk (KD)