Is this a sign that sustainability is edging into the mainstream? Simply Be has launched a new denim range, with each pair of jeans made from the equivalent of 18 recycled plastic bottles.
Something technical called Coolmaxe EcoMade, made from 97 per cent recycled materials, is blended with cotton to create the denim. The range available from Simply Be so far comprises indigo turn-up jeans (reduced to £34 rn) and mid-blue, turn-up slim-fit shorts (£32).
Simply Be, known for its clothes designed for women with curves, is stocking the jeans and shorts in sizes 10 to 32 – and says it is the first UK retailer to sell this type of denim at all.