British brand M&S will manufacture its denim to more sustainable indigo dyes, and 100% responsibly sourced cotton. The brand has brought the new sustainability features to life in its Spring/Summer marketing campaign. Compared to the rest of the water-savvy denim industry, M&S will use 86% less water for denim finishing.
In addition, the global brand focused on three key features of denim manufacturing from sourcing to finishing: the fabric, the wash, and the dye.
In the latest M&S survey (M&S customer insight from January/February 2021, 1000 respondents), 58% of consumers approved sustainability as a crucial factor when shopping for this wardrobe staple and 75% are looking for jeans that are made to last long.
M&S denim fabric is soft, breathable, and hardwearing and is the main material in the denim M&S customers love.
The wash is the process that gives denim its characteristic look and guarantees daily comfort and the high quality, long-lasting finish customers trust M&S to deliver.
By collaborating with Jeanologia, the leader in sustainable finishing technologies, M&S together with its suppliers has worked hard to address these challenges by innovating and investing in the latest technology.
Dyes are used to creating the popular range of denim shades, from light to dark indigo. However, as part of its new standards, M&S is committed to switching standard indigo dyes with cleaner alternatives that are kinder to people and the planet – requiring less water and chemicals to produce. Nearly 50 percent of the Spring/Summer range have been made with this lower-impact dye, M&S said on its website.
Monique Leeuwenburgh, Head of Product Technology for M&S Clothing & 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. Our new Spring/Summer denim campaign brings that trusted value promise to life across our digital channels,” Leeuwenburgh said.
With M&S selling one in 10 pairs of jeans to customers across the UK, the new standards are part of its wider approach to sustainable clothing and focus on three key aspects of denim manufacturing from sourcing to finishing: the fabric, the wash, and the dye.