Marks & Spencer has unveiled new sustainability standards for its denim products. As part of its new denim range, Marks & Spencer has started switching all denim to more sustainable indigo dyes including nearly 50% of the new range, which also uses 86% less water compared to the industry average for denim finishing, and 100% responsibly sourced cotton. 

Monique Leeuwenburgh, Head of Product Technology for M&S Clothing & Home, commented: “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.”