Good jeans: AND/OR’s commitment to sustainable denim

Olivia Lidbury,-Fashion Editor

Responsibly-sourced fabrics and low-impact manufacture make for our most environmentally-friendly and sustainable range of jeans yet

Denim is such a staple in our wardrobes that many of us would find getting dressed without a pair of jeans almost impossible. But this timeless fabric doesn’t come without its environmental concerns, which is why we’re pleased to spotlight our in-house brand AND/OR’s collection of sustainably made styles.

‘We’re really proud of what we’ve produced,’ says Lauren Jolly, Partner & Buyer, AND/OR. ‘We wanted to do more for the planet and as these opportunities have grown, we’ve chased them.’

What that means is using organic cotton, recycled polyester and Lycra over other fibres. And now for the science part: the benefit of organically-grown cotton is that it avoids the use of harmful chemical pesticides favoured in mass production, which contributes to water pollution. With recycled polyester, it’s obvious: it gives new life to pre-loved fibres and in many instances, stops plastic bottles being sent to landfill. The very small percentage of Lycra (also known as elastane) – which while it doesn’t possess super-green credentials – is a key component that gives stretch, offers comfort and means the jeans recover their shape wear after wear, making them longer-lasting.

Then, the revolutionary EMI (Environmental Impact Measurement) software by Spanish company Jeanologia is used to calculate the impact of each garment – both on the environment as well as on workers’ health. The amount of water, electricity and chemicals used to produce a pair of jeans is measured to grade an item. The majority of AND/OR’s pieces are graded low-impact, with just a handful medium-impact. In the interest of transparency, all of this information is relayed on the swing tag of every pair of jeans, providing at-a-glance knowledge for the customer.

New styles for the season include the Catalina Vintage High Rise and the Venice Beach Boyfriend. The names take their cue from Los Angeles – the denim capital of the world – where the washes are devised. Industry expert Caroline Calvin works exclusively with the brand to create unique hues. New for spring are shades such as Summer Sky, a pretty faded blue and Ecru, which is a versatile off-white. Once the perfect shade is achieved, her ‘recipes’ are sent to the factory where the jeans are made.

Well-fitting, covetable jeans shouldn’t cost the earth – and the good news, for you and the environment, is that now they don’t.

Discover the new styles...