Bestseller's menswear chain, Jack & Jones, has announced the launch of its most environmentally friendly denim to date. The new Low Impact Denim line, which sees Jack & Jones taking a new strategic approach to its manufacturing practices, is the result of the brand's continuing contribution to environmental protection.

The company is introducing innovative manufacturing processes, technology, and a seamless supply chain as part of the new strategy, which encompasses three pillars of denim production: fiber, cloth, and finishing.

Product Responsible at Jack & Jones Jeans Intelligence, Mikkel Albrektsen said that they dug deep into every aspect of denim manufacturing with one goal in mind: to create the most environmentally friendly jeans range to date. He adds that they've come a long way in the last seven years, and they're still improving our sustainability processes.

He adds that this goal necessitates a seamless supply chain from the start, including fiber sourcing, fabric dyeing, and finishing treatments that ensure the perfect look. Above all, they haven't traded on their core principles of consistency, style, or fit. Organic cotton is combined with recycled cotton or recycled polyester or lyocell in the Low Impact Denim range.

The fabric is then dyed with an organic fixing agent made from shrimp shells, a modern technique that uses 55% less water than traditional denim dyeing. Jack & Jones used a variety of methods to finish its Low Impact Denim line, including Ozone, e-flow, and laser treatments, to reduce the amount of energy, water, and chemicals used.

In addition, Jack & Jones collaborated with Orta, a long-time associate and leading denim maker, to develop Indigo Flow, a revolutionary method for dyeing the fabric used in its Low Impact Denim line.

Marketing Manager at Orta, Gulfem Santo said that embedding Indigo Flow into Low Impact Denim production standards is a first step toward disrupting and changing the denim market through cutting-edge technology. He adds that Jack & Jones are pioneers in the denim industry with their Low Impact Denim. At all stages of the supply chain, they carefully reduce the environmental footprint of jeans manufacturing. In addition, Jack & Jones employs Jeanologia's Environmental Impact Measuring tools to achieve the lowest possible impact wash during the finishing process. 

In August, Jack & Jones will debut its Low Impact Denim Collection in shops and online at jackjones.com. Four different models of denim in various washes are included in the debut range.