Sweden's Lindex launches new sustainable denim collection
Swedish high street fashion chain Lindex continues to focus on sustainability with its new denim collection and campaign, "Better Denim Now and Forever."
Since January 2016, the majority of Lindex' denim is produced using less water, less energy and fewer chemicals. The Better Denim collection is made from organic cotton and some of the models also feature studs, zippers and buttons made using a more sustainable process than before.
"We're very proud of the fact that almost all our denim is now produced with very little effect on the environment," says Lindex Production Support Manager Anna-Karin Dahlberg. "It's a big step in the right direction towards our goal for 2020: for 80% of our clothes to be produced in a more sustainable way."
The Better Denim collection features both womenswear and kidswear and doesn't use traditional cloth size tags. Instead, the size is printed on the inside of each piece of clothing, to minimize the use of fabric. Some jeans have tags made from recycled paper, attached using organic cotton string.
Lindex has also launched its first-ever completely recycled product together with Myrorna and Fair Unlimited, a sneaker made from ecologic cotton and recycled denim that was collected in Lindex' stores.
The Better Denim collection launches on February 17.
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