Cornwall-based sustainable fashion brand Celtic & Co. has unveiled its first denim collection in response to customer demand. The sustainable denim collection, available online from July 17, includes two classic cuts: wide-leg and straight-leg styles, both mid-rise, in indigo rinse and mid-wash.

Zoe Bray, managing director at Celtic & Co., expressed excitement about the new launch, stating, "The team is so excited about the arrival of our very first jeans! It’s something we have talked about for so long, and now they are finally here."

Bray emphasized the collection's sustainability, noting, "These jeans have been produced with sustainability in mind. The rinses we have chosen require very little water for production and are made from 100 percent cotton from a source which is working to improve the lives of cotton farmers worldwide."

She added, "By using this pure natural fibre, not only are they easy to recycle at the end of their life, but having no elastane also makes them more durable. Elastane is entirely unrecyclable and degrades over time which means jeans lose their shape, so by consciously choosing no elastane mid-weight denim, we’re giving them a longer life."