Lindex has launched an environmentally-friendly denim range that uses less water in its creation process.
According to the Scandinavian brand, while one pair of jeans requires 50-70 litres of water during the production and washing process, its new styles use two litres thanks to new laser and air-based technology.
The initiative was developed in collaboration with Spanish denim consultants, Jeanologia, and the new designs are made with sustainable materials such as recycled cotton and polyester.
They are also dyed with what the brand claims is the cleanest indigo dye on the market.
Anna-Karin Dahlberg, sustainability manager at Lindex, said: “We are on a denim journey where we explore how we can offer our customers amazing denim with the least environmental impact possible.
“We are very excited to launch these new Even Better Denim styles, where through collaboration and new technology we have reached a new milestone.”