Swedish streetwear brand Cheap Monday has vowed to use eco-friendly materials in all of its menswear and womenswear ranges by autumn 18.
For autumn 17 it is increasing the amount of sustainable materials in its denim lines to 100%, from 72% in its spring 17 collection.
It has also upped its use of eco-friendly materials in menswear to 88% for autumn 17, up from 51% in the previous season, and to 59% from womenswear, compared with 34%.
A garment at Cheap Monday is labelled as sustainable when at least 50% of it is made up of environmentally-friendly materials. However, the brand said many items already contain almost 100%.
Cheap Monday marketing director Rocky af Ekenstam Brennicke said: “Sustainability is of paramount importance for us at Cheap Monday simply because we want to do our part and contribute to a better, more sustainable future. We also believe our consumers are expecting exactly that from us.
“This is only the beginning of our journey, and we are still facing challenges, such as the fact that recycled cotton from post-consumer waste still needs to be mixed with newly produced cotton, otherwise the threads are too short to produce garments. But the advantage of technology is that it constantly evolves and we focus heavily on research new alternatives and improvements.”
Last year, the brand launched a capsule collection called C/O, which featured upcycled garments, and installed textile collection bins in its stores.