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In focus: We've joined The Jeans Redesign

Author Editor - 1 minute read

Conscious Connection is our brand commitment to protecting our planet through positive changes. We wanted to keep you updated with our journey on becoming more a responsible and circular brand. This season, we are proud to be a participant of the Ellen MacArthur Foundation’s Jeans Redesign project, focusing on the circularity of our denim collection. Circular design is the future of fashion...


The fashion industry is working together to change the way we produce jeans. Established by the Ellen MacArthur Foundation in collaboration with over 80 industry experts, The Jeans Redesign guidelines define a starting point for the industry to design and make products in accordance with the principles of a circular economy to ensure durability, material health, recyclability, and traceability to ensure positive impacts for the environment, society, and the health of those people working in the industry. 



By adopting The Jeans Redesign guidelines, we’re continuing to design jeans for our responsible collection that are made to be worn more, made to be made again, and made from safe and recycled or renewable inputs. From our responsible Rebound skinny jeans to our Robyne recycled flares, denim is one of our core categories and a much-loved customer favourite. Our responsible jeans collection now includes a blend of recycled and organic cotton, helping to reduce the impact on the planet by reducing the amount of water, energy and harmful chemicals used to create these fabrics. 


Together with The Jeans Redesign, we can make fashion circular. 


Join us on our journey #ConsciousConnection


Discover our Responsible Denim collection


Find out more here