DESTINATION DENIM

From sourcing to finishing, we’ve found the right partners to ensure we are at the cutting edge of planet-friendly denim. For more than 10 years we’ve worked hand in hand with the Better Cotton Initiative, and in 2019 we became the first retailer to source all its cotton from more sustainable sources. Sourcing this way improves farmers’ working conditions, profits and their communities, while being better for the environment, too

From sourcing to finishing, we’ve found the right partners to ensure we are at the cutting edge of planet-friendly denim. For more than 10 years we’ve worked hand in hand with the Better Cotton Initiative, and in 2019 we became the first retailer to source all its cotton from more sustainable sources. Sourcing this way improves farmers’ working conditions, profits and their communities, while being better for the environment, too

For the past five years we’ve been working with Jeanologia, whose innovative techniques allow us to finish our jeans with both style and eco-credentials at the forefront. This has led to us reducing our denim water usage, therefore using less of our planet’s vital resources

For the past five years we’ve been working with Jeanologia, whose innovative techniques allow us to finish our jeans with both style and eco-credentials at the forefront. This has led to us reducing our denim water usage, therefore using less of our planet’s vital resources

*Compared to the industry average for garment finishing, according to Jeanologia

*Compared to the industry average for garment finishing, according to Jeanologia