The Very Group says the Jeanologia collaboration will improve the sustainability of its own brand denim production as suppliers will commit to reducing water and energy consumption. The move also supports retailer’s wider plans to improve the sustainability of its V by Very collection.

Under the partnership, all V by Very denim suppliers have signed up to Jeanologia’s environmental impact measuring (EIM) platform, which assesses water and energy consumption, and chemical impact to score garments as low, medium, or high impact. The retailer will use Jeanologia’s platform to ensure that 100% of its own brand denim production is low impact by 2025, up from 60% currently.

Very and Jeanologia will now work collaboratively with suppliers to provide education, support, and advice on improving scores by implementing more sustainable denim washing, ageing, and finishing processes in factories.

The partnership supports the retailer’s wider plans to improve the sustainability of its V by Very collection, with 90% of the cotton used now coming through the Better Cotton Initiative and the recent introduction of recycled polyester into core lines of its school uniform range.

“As a retailer with a global footprint, we realise how important it is to reduce our environmental impact, and increasingly our customers want to know they’re buying sustainable, responsible products,” says Emma Alexander, fashion director at The Very Group.

“By 2025, we want at least three-quarters of the raw materials used in our own brand ranges to be sustainable and working with Jeanologia is an important step towards that goal. We still have a long way to go, but we’re proud of the progress we’ve made so far.”

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

Very is also a member of the Circular Fashion Partnership, which supports textile recycling in Bangladesh.

The company is also helping to reduce clothes waste through its partnership with Re-Fashion and recently signed up to WRAP’s Textile 2030 initiative, which supports progress towards a more circular textiles economy.

Meanwhile, Very recently won an award for its work empowering young women in India’s textile sector.