Eco lines from Jack & Jones

Men's denim brand Jack & Jones has launched a fair trade jeans collection for spring 08. Certified by the Fairtrade Foundation, the JJ Eco range will use organic fabrics and ethical production methods. It reflects a focus on sustainable fashion at Danish parent company Bestseller Group.

The trend-led denim range will be complemented by fair trade sweatshirts and T-shirts. There will be 10 deliveries every year, each comprising 10 pieces.

"To date, only a minority of consumers have been able to buy organic clothes," said Allan Nielsen, country manager for Bestseller in UK & Ireland. "We want to make environmentally conscious fashion accessible to everyone. It is more expensive than normal Jack & Jones styles, but cheaper than other organic brands." Prices have not yet been finalised.

The JJ Eco range will be sold initially through Bestseller Group franchises, although the range may be wholesaled at a later date.