The new products also use “86% less water compared to the industry average for denim finishing”, are made from 100% responsibly sourced cotton and have used “kinder chemicals” in addition to the eco-friendlier dyes. And to communicate the changes, the company is launching a major marketing campaign. That makes sense given that in a recent M&S survey, 58% of customers “agreed sustainability is a key consideration when shopping for this wardrobe staple and 75% are looking for jeans that are made to last”. 

The first M&S range to meet the new standards launches online today across womenswear, menswear and kidswear. The campaign features a model shot of a woman, man or child in jeans and other items with a single statement about how much less water is used, those kinder chemicals and the ethical cotton use.The eco focus is an important move given that M&S is responsible for around 10% of all jeans sold in the UK. And to back up its marketing claims, it’s sourcing materials through the Better Cotton Initiative and partnering with Jeanologia on sustainable finishing technologies.The company said it’s aiming to offer “products that are more relevant, more often to UK customers for how they’re living and working”. And that means denim in many cases. The retailer has seen a continued demand for denim during the pandemic, in particular its bestselling £15 jegging (of which it sells two pairs every minute). Monique Leeuwenburgh, Head of Product Technology for M&S Clothing & Home, said: “Denim is a wardrobe staple for our customers – but we know now more than ever they want style where sustainability is built in as standard. By taking collaborative action with our denim suppliers, we can give our customers the confidence that every pair of M&S jeans they buy for the family are not only stylish, great quality and fantastic value – but have been responsibly made too. Our new Spring/Summer denim campaign brings that trusted value promise to life across our digital channels.”