×
28 069
Fashion Jobs
LANE BRYANT
Part Time Sales Manager
Permanent · Gloucester Township
SALLY BEAUTY CORPORATE
District Manager
Permanent · Sacramento
ROSS STORES
Store Protection Specialist
Permanent · Las Vegas
ROSS STORES
Store Protection Specialist
Permanent · Los Angeles
ROSS STORES
Store Protection Specialist
Permanent · Los Angeles
COTY
Assistant Marketing Manager, us Marc Jacobs Fragrance
Permanent · New York
NORDSTROM
Loss Prevention Security Ambassador Bellevue
Permanent · Bellevue
NORDSTROM
Loss Prevention Agent Aventura
Permanent · Aventura
NORDSTROM
Loss Prevention Security Ambassador Nordstrom Northshore
Permanent · Peabody
NORDSTROM INC
sr Maintenance Manager - Riverside, ca
Permanent · Riverside
NORDSTROM
Loss Prevention Security Ambassador Oakbrook
Permanent · Oak Brook
NORDSTROM
Loss Prevention Agent Oakridge Rack
Permanent · San Jose
NORDSTROM
Loss Prevention Agent Southcenter
Permanent · Tukwila
NORDSTROM
Loss Prevention Agent Chicago Maxwell Rack
Permanent · Chicago
NORDSTROM
Loss Prevention Agent Mission Valley Rack
Permanent · San Diego
NORDSTROM
Loss Prevention Security Ambassador Last Chance Phoenix
Permanent · Phoenix
ULTA BEAUTY, INC.
Retail Operations Manager
Permanent · Wesley Chapel
KOHLS
Full-Time Sales Supervisor - Softlines
Permanent · Colorado Springs
KOHLS
Full-Time Loss Prevention Supervisor
Permanent · Anchorage
KOHLS
Full-Time Loss Prevention Supervisor
Permanent · Wappingers Falls
KOHLS
Full-Time Loss Prevention Officer
Permanent · Las Vegas
KOHLS
Full-Time Sales Supervisor - Softlines
Permanent · Butler
Published
Feb 12, 2021
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

M&S ramps up eco credentials for denim

Published
Feb 12, 2021

M&S is putting extra weight behind the sustainability credentials of its denim offer for the new season — a key move given that denim is one of its hero categories. It has started switching all denim to more sustainable indigo dyes, including nearly 50% of the new range.


M&S


The new products also use “86% less water compared to the industry average for denim finishing”, are made from 100% responsibly sourced cotton and have used “kinder chemicals” in addition to the eco-friendlier dyes. 

And to communicate the changes, the company is launching a major marketing campaign. That makes sense given that in a recent M&S survey, 58% of customers “agreed sustainability is a key consideration when shopping for this wardrobe staple and 75% are looking for jeans that are made to last”. 

The first M&S range to meet the new standards launches online today across womenswear, menswear and kidswear. The campaign features a model shot of a woman, man or child in jeans and other items with a single statement about how much less water is used, those kinder chemicals and the ethical cotton use.

The eco focus is an important move given that M&S is responsible for around 10% of all jeans sold in the UK. 

And to back up its marketing claims, it’s sourcing materials through the Better Cotton Initiative and partnering with Jeanologia on sustainable finishing technologies.

The company said it’s aiming to offer “products that are more relevant, more often to UK customers for how they’re living and working”. And that means denim in many cases. The retailer has seen a continued demand for denim during the pandemic, in particular its bestselling £15 jegging (of which it sells two pairs every minute). 

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.”

Copyright © 2021 FashionNetwork.com All rights reserved.