Published
Feb 28, 2022
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M&S unveils eco-focused denim collection

Published
Feb 28, 2022

M&S has launched its debut denim collection following it joining the Jeans Redesign project led by the Ellen MacArthur Foundation last year. The new offer is the first collection that has been produced to meet the guidelines for recycled content, safe chemistry, material sourcing and recyclability.


M&S



Denim is a star category for M&S and with consumers increasingly aware of the material’s eco issues, the latest launch is a key development for the retailer that’s the number one denim seller in Britain.

The M&S Jeans Redesign capsule collection includes best-selling styles with jeans available across womenswear, menswear and kidswear, exclusively on M&S.com.

The company, which has pledged to become a net zero Scope 3 business by 2040, said the new offer has been co-developed with over 80 denim experts.

Priced from £18, the styles have maximised the use of easily recycled and renewable materials and are made with organic cotton, including a minimum of 25% recycled cotton. 

The collection also sees the removal of “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 launch comes after the company last year launched new sustainability standards across its entire hero product category of denim. It has been reducing water consumption and chemical impact to increase the use of sustainable fibres. 

And it’s shouting loudly about the developments via its Look Behind The Label campaign. Currently M&S’s windows also include a sticker with a QR code that customers can scan to find out more about M&S’s sustainability principles for denim.  

Monique Leeuwenburgh – Director of Sourcing for M&S Clothing & Home, said: “As an own brand retailer we’re uniquely positioned to work with our long-standing suppliers and partners on new and better ways of doing things. Denim is a staple clothing product and more sustainable denim really matters to us and to our customers. 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.”

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