E-commerce retailer Very, operated by The Very Group, has announced its latest collaboration with denim finishing technology specialist Jeanologia, to improve sustainability in the production of its own-brand denim.

All V by Very denim suppliers has signed up for Jeanologia's environmental impact measurement platform as part of the partnership. This assesses water and energy consumption, as well as the chemical impact of denim, and assigns a low, medium, or high rating.

Very and Jeanologia will collaborate with suppliers to provide education, assistance, and guidance on how to improve scores at factories by implementing more sustainable denim washing, ageing, and finishing methods.

By 2025, the company plans to employ Jeanologia's platform to assure that 100% of its own-brand denim production is low-impact, up from 60% currently.

Emma Alexander, Fashion Director at The Very Group, said that as a store with a global footprint, they know how vital it is to minimize its environmental impact. At least three-quarters of the raw materials utilized in their own-brand lines must be sustainable by 2025. Working with Jeanologia is a big step in the right direction. They still have a long way to go, but they're proud of what they've accomplished so far.

One kilogram of cotton, which roughly equals one T-shirt and a pair of pants, requires more than 20,000 liters of water, according to WWF. Cotton agriculture also employs chemicals that account for 4% of all insecticides used globally.

With 90% of the cotton used now coming from the Better Cotton Initiative (BCI), the cooperation supports The Very Group's goals to increase the sustainability of its V by Very collection.

Very is a member of the Circular Fashion Partnership and has just joined WRAP's Textile 2030 program, which promotes the transition to a more circular textiles economy.