British fashion retailer Primark has launched a line of eco-friendly denim jeans made from 100 percent sustainable cotton.
The fashion retailer has made these denim jeans available via sustainable production method in three different denim wash: indigo, black and light blue.
“Following the successful introduction of sustainable cotton pyjamas into store, we are so proud to introduce this range. From harvesting the sustainable cotton from fields in India and Pakistan, right through to using recycled paper for our Primark Cares labels, sustainability has been at the heart of every stage of developing and designing these jeans,” Paula Dumont Lopez, Trading Director, Primark.
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Markedly, Primark’s sustainable cotton uses more ecological farming techniques including slashing the application of chemical pesticides and fertilisers, and reducing water consumption.
The new range follows the introduction of sustainably sourced cotton into one of Primark’s most popular product lines – women’s pyjamas – which have sold over 11.2 million pairs since launch, Primark said in a press release.
Primark’s Sustainable Cotton Programme was launched in India in 2013 and later expanded to Pakistan not only for sustainable cotton production but also to boost income of cotton farmers.
The fashion company has partnered with agricultural experts CottonConnect, and NGO SEWA (the Self- Employed Women’s Association) in India. In Pakistan, Primark has collaborated with REEDS (Rural Education and Economic Development Society).