Marks & Spencer has announced new sustainability standards for its denim ranges amid customer demand for more eco-friendly fashion. Its new spring/summer denim ranges are made from 100% responsibly-sourced cotton and use 86% less water compared to the industry average for denim finishing. Almost half of the ranges also uses more sustainable indigo dyes. It comes amid an increase in demand for sustainable products from the retailer’s customers. In a recent survey, over half (58%) of its shoppers said sustainability is a key consideration when buying denim, while 75% said they are looking for jeans that are made to last. It comes as Marks & Spencer continues to shake-up its approach to fashion, aiming to engage with a younger and more online audience. Last month, the company finalised its acquisition of Jaeger and struck deals to add Joules, Phase Eight, Hobbs and Seasalt to its womenswear line-up in the spring. Marks & Spencer has also launched a sport and leisure line, Goodmove, with prices that seriously undercut big-name brands.