M&S introduces a new sustainability standard for denim that centers on better sourcing cotton, finishing, and dyeing. The action plan falls in line with Plan A, the company’s framework for a safer and more inclusive workforce, better products, and reduced impact on the environment.
According to the standards, all cotton used for all M&S clothing will be responsibly sourced. Through the Better Cotton Initiative (BCI), the majority helps farmers reduce their water usage and increase their profits. In the wash process, M&S is reducing its water intake by using technologies by sustainable finishing tech firm Jeanologia. M&S is also committed to switching out standard indigo dyes for cleaner alternatives that are safer for people and the planet and require less water and chemicals to produce.
Monique Leeuwenburgh, head of product technology for M&S clothing and home, said, “Denim is a wardrobe staple for our customers, but we know now more than ever they want style where sustainability is built in as standard. By taking collaborative action with our denim suppliers, we can give our customers the confidence that every pair of M&S jeans they buy for the family are not only stylish, great quality, and fantastic value, but have been responsibly made too.”
M&S has started switching all denim to more sustainable indigo dyes, including nearly 50 percent of the new range, which also uses 86 percent less water than the industry average for denim finishing and 100 percent responsibly sourced cotton. M&S has brought the new sustainability features to life in its Spring/Summer marketing campaign.
