New sustainability standards for denim have been launched by retailer Marks and Spencer (M&S). As per the standards, they use 86% less water than industry averages and 'kinder' indigo dyes in their products.

1 in every 10 jeans is sold by M&S. And they claim that for their denim, they use responsibly sourced cotton especially through the Better Cotton Initiative (BCI). A survey conducted by M&S revealed that around 58% of its customers consider sustainability as an essential thing for shopping staple products or denim. Hence, after this survey, they launched their new sustainability standards.

The new sustainable featured denim will be featured in its Spring/Summer marketing campaign. Nearly 50% of the new range will be using sustainable indigo dyes. In comparison to the industry average, the new range will also use 86% less water during finishing and will be made from 100% responsibly sourced cotton. 

As per the customers, responsibly made clothing is important, hence M&S has launched the new sustainability standards for one of their popular categories which is denim. The survey was conducted by 1000 respondents from January/February 2021. Even 75% of respondents said that they look for the jeans that are made to last.

Across womenswear, menswear and kidswear, the new range which will be meeting the new stands will be launched this week online. All the products under the new range will be made from 86% less water, 100% responsibly sourced cotton and kinder chemicals. 

The launch of new standards is a part of the new approach towards sustainable clothing. In the denim manufacturing process, it will also focus on the 3 key aspects: fabric, dye and wash. The fabric which is made from 100% sustainably sourced cotton is soft, breathable as well as hardwearing. Denim distinctive look and long-lasting finish are achieved from the wash process. But this is a water-intensive process, hence they have partnered with the leader in sustainable finishing technologies- Jeanologia. Through the combined effort of M&S and their suppliers, they are able to use 86% less water during denim finishing. 

The popular range of denim shades is created using dyes, but as per the new standards, cleaner alternatives are used instead of standard indigo dyes which require less water and chemicals to produce. As per the M&S website, the lower-impact dye is used to manufacture around 50% of the new Spring/Summer range.

Head of Product Technology for M&S Clothing & Home, Monique Leeuwenburgh said that for M&S customers, denim is a wardrobe staple, but the customers also want style where sustainability is built. By collaborating and taking action with the suppliers, M&S ensures its customers that the jeans are not only stylish, have great quality, fantastic value but are also environmentally conscious. Across their digital channels, trusted value promise to live is brought by the new Spring/Summer denim campaign.