M&S Unveils First Denim Collection as Part of ‘Ellen Macarthur Foundation‘s Jeans Redesign Project’

11 March 2022: M&S, the leading denim retailer, which sells 1 in 10 jeans in the UK, has unveiled its first capsule collection as part of The Jeans Redesign. The new range has been responsibly sourced to meet the project’s guidelines set out by the Ellen MacArthur Foundation and co-developed with over 80 denim experts.

M&S joined the Ellen MacArthur Foundation’s Jeans Redesign Project in 2021 and this is the first capsule collection that has been produced to meet the guidelines. Priced from £18, M&S’s Jeans Redesign capsule collection offers something for the whole family with styles available across womenswear, menswear and kidswear in best-selling shapes.

The five-piece capsule collection has been designed to be fit for a circular economy – made to be used more, made to be made again and made from safe and recycled or renewable materials. The styles have maximised the use of easily recycled and renewable materials and are made with organic cotton, including a minimum of 25% recycled cotton.

Plus, the garments have removed unnecessary components, such as metal rivets, that hamper the recycling process – meaning that when jeans are recycled, more of the fabric can be successfully remade into new garments. The styles have also been rigorously tested to ensure that they still look and feel great after 30 washes.

In addition to The Jeans Redesign capsule collection, last year M&S launched new sustainability standards across its entire hero product category of denim. Since then, M&S has continued to make changes to each stage of the development process, from reducing water consumption and chemical impact to increase the use of sustainable fibres. The retailer is sharing this information with customers through its iconic Look Behind the Label campaign.