The M&S jeans have a series of tie-ups but the 14-year-old contract with Fairtrade organization having products ranging from wine to T-shirts and footballs and shoppers are being drawn from all social groups.
People have become more aware about trade and they care about Fairtrade as they carry a label that is proving extremely fashion forward.
More than 200 companies now sell Fairtrade products and customers think about how the products are made and a lot of youngsters are picking up on it.
Sales of Fairtrade-certified products rose 40 percent last year to £195m.
M&S recently replaced all 38 lines in its tea and coffee ranges with Fairtrade alternatives and since then coffee sales have increased by 27 percent.
It launched Fairtrade T-shirts and socks for men and women and is testing jeans with the women's version and ranges of underwear, men's formal shirts and baby wear is forthcoming.
Fairtrade guarantees farmers and suppliers in the developing world with a minimum price to cover their costs of production and a small premium to be invested in their local communities.
The cotton for the M&S T-shirts comes from a farmers' co-operative in Gujarat, India, and since the launch the number of farmers in the co-op has expanded from 100 to 1,000.
The cooperative is investing its Fairtrade premium in fresh drinking water supplies for a local school, health insurance for its farmers and a health education programme for children.
-Ltd..jpg?tr=w-120,h-60,c-at_max,cm-pad_resize,bg-ffffff "Thermore (Far East) Ltd.")
.jpg?tr=w-120,h-60,c-at_max,cm-pad_resize,bg-ffffff "Telangana State Industrial Infrastructure Corporation Limited (TSllC Ltd)")
.jpg?tr=w-120,h-60,c-at_max,cm-pad_resize,bg-ffffff "Taiwan Textile Federation (TTF)")
