M&S launches sustainable denim collection as part of The Jeans Redesign

British fashion retailer, Marks & Spencer, has launched its first capsule collection as part of The Jeans Redesign, a project led by the Ellen MacArthur Foundation.

The five-piece capsule collection was co-developed with over 80 denim experts to meet the guidelines for recycled content, safe chemistry, material sourcing, and recyclability.

M&S’s Jeans Redesign capsule collection, which starts at £18, includes five denim designs for women, men, and kids.

The new collection has been created to fit into a circular economy, with styles that make the most of easily recyclable and renewable materials, as well as organic cotton that contains at least 25% recycled cotton. Metal rivets and other unnecessary components have been eliminated, allowing more of the fabric to be successfully remade into new garments.

M&S introduced new sustainability standards throughout its whole hero product category of denim last year, in addition to the new Jeans Redesign capsule collection. M&S has made modifications to each stage of the development process since then, from minimizing water use and chemical impact to increasing the use of sustainable fibers.

Monique Leeuwenburgh, Director of Sourcing for M&S Clothing & Home, said that as its own brand store, they’re well-positioned to collaborate with their long-standing suppliers and partners on new and better ways of doing things. Denim is an essential apparel product, and more sustainable denim really matters to them and to their customers.

Leeuwenburgh added that the ecology and the influence that clothing choices have on the globe is a top concern for their customers, according to their latest M&S Family Matters Index. Their Jeans Redesign capsule collection was developed in accordance with the Ellen MacArthur Foundation’s requirements, giving clients the assurance that their purchase is not only fashionable, high-quality, and affordable, but also circular.

M&S collaborates with the Ellen MacArthur Foundation to address the ongoing issues of denim manufacturing, and the company also works with Jeanologia to ensure that its complete denim line adheres to its sustainable denim principles. M&S’s goal to offer more sustainable denim and pledge to become a net-zero Scope 3 business by 2040 is reflected in the capsule collection.

Laura Balmond, Fashion Initiative Lead at the Ellen MacArthur Foundation, said that the Jeans Redesign project demonstrates that it is possible to manufacture products suited for a circular economy today. They’re encouraged by M&S’s solutions and the growing awareness of the problems that must be overcome in order to realize the vision of a circular economy for fashion at scale.

The five-piece capsule collection by Jeans Redesign is available exclusively on M&S.com for next-day delivery or click-and-collect at over 700 M&S stores.