Marks and Spencers has started replacing its denim items with more sustainable dyes as part of an environmental initiative.
Around 50% of the new denim range uses 86% less water compared to the industry average for denim finishing.
The supermarket chain said that 58% of its customers supported the idea that sustainability is a key consideration when shopping for denim.
The new denim line launches today (11 February) across womenswear, menswear and kidswear, and all products are made of 100% responsibly sourced cotton.
Monique Leeuwenburgh, head of Product Technology for M&S Clothing and 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.”
She added: “Our new Spring/Summer denim campaign brings that trusted value promise to life across our digital channels.”