// Marks & Spencer switches its denim for more sustainable indigo dyes
// Almost 50% of the new denim range uses 86% less water
// 58% of M&S customers said sustainability is a key consideration when shopping
Marks & Spencer has begun replacing its denim items with more sustainable indigo dyes as part of plans to stick to its new sustainability standards.
Almost 50 per cent of the new denim range uses 86 per cent less water compared to the industry average for denim finishing.
M&S said it found that 58 per cent of customers agreed that sustainability is a key consideration when shopping for denim.
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M&S’s research also found that 75 per cent of customers are looking for jeans that are made to last.
The new range has launched online across womenswear, menswear and kidswear, and all products are made of 100 per cent responsibly-sourced cotton.
M&S said it is currently selling one in 10 pairs of jeans to customers across the UK, and the new standards are part of its wider approach to sustainable clothing.
The retailer has partnered with sustainable technologies company Jeanologia to work with its suppliers and address these challenges.
M&S also said it is going to increasingly focus on its casualwear given that demand as risen thanks to more people working from home.
“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,” M&S clothing & home, head of product technology, Monique Leeuwenburgh said.
“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.”