Bestseller's Jack & Jones fashion brand, has created its first gold-level cradle to cradle certified jeans, as part of its ambition to change up the traditional approach of manufacturing products from raw materials that eventually go to waste.

The first cradle to cradle certified Jack & Jones jeans have debuted as part of Bestseller's broader sustainability campaign, 'A/Better World,' and are created from materials that can be safely reused in a more environmentally friendly manner.

The entirely recyclable and organic cotton versions are said to be a "powerhouse" of sustainable materials and production practices that bring together everything the company has learnt about jeans in the three decades since it began creating them.

The jeans are created with 98 percent organic cotton and 2 percent Roica V550 degradable elastane in a Fairtrade International certified factory. The pocket linings are made of 100 percent organic cotton, and the jeans are dyed with artistic milliners’ crystal clear technology, which uses half as much water as traditional dyeing. Both the labels and the buttons are cradle to cradle approved, and the indigo is coloured using 55% less water than standard dying. Jacron, a leather-like substance made from renewable wood pulp, is used to make the patch.

According to Jack & Jones, cradle to cradle certification is a style of construction that consumes fewer resources and stretches them even further, creating circular systems to encourage reusing rather than depleting the planet's resources.

It also mentions that cradle to cradle certified items are graded on five sustainability criteria: material health, material reuse, water stewardship, social equity, and renewable energy and carbon management. According to the company, it was given gold for its performance in all five categories, which is why it can sell gold-level cradle to cradle certified jeans.