LEE JEANS FW21 FOR A WORLD THAT WORKS

Lee Jeans ramps up sustainability with landmark achievements

The FW21 season will see Lee Jeans celebrate new breakthroughs in sustainable practice. Driven by its wide-ranging For A World That Works (FWTW) platform, Lee Jeans has made an ongoing commitment to reduce its impact on both the planet and its people. For FW21, this includes a trio of ground-breaking new practices.

The first highlight marks a major milestone with the award of the prestigious Cradle to Cradle certification. Designed for now and with their future existence in mind, these jeans have been crafted using 100% recyclable components, from threads to buttons. Cradle to Cradle Certified® is only awarded to products proven to meet a set of rigorous standards across categories including water and energy use, social fairness, material health, carbon management and reusability. In FW21, shoppers can find Cradle to Cradle certification Gold & Bronze on the women’s Carol Button Fly, and on the men’s styles Daren and Luke Button Fly.

Lee Jeans has also expanded its low impact IndigoodTM foam dyeing that almost completely cuts out the use of water and radically reduces energy use.

Now rolled out on five women’s jeans styles, five men’s jeans styles and the iconic Lee Rider denim jacket, this season also marks the first time the foam dyeing process has been used to create black denim, bringing a whole new look to bear via this innovative process.

And that’s not all. Another positive development for FW21 comes in the use of cottonized hemp to craft a range of apparel. This pioneering textile combines fibres from the fast- growing hemp plant with traditional cotton, ramping up its sustainable status. Hemp brings a beautiful texture to the finished product as well
as cutting down water use in fiber production and helping to enrich the soil. Find it on the men’s West and Carpenter jeans, the women’s Stella Tapered and on shirts and overshirts.

Beyond this trio of planet-easing improvements, Lee Jeans continues to grow its roll out of sustainable processes through the FWTW platform. For FW21 hundreds of styles across men’s and women’s denim and apparel are now finished using reduced water, less waste, organic fibres.