M&S Launches Environmental Private Brand Indigo Green

UK clothing retailer Marks and Spencer has launched a new Private Brand fashion line made from sustainable fabrics. Its 15 piece Private Brand Indigo Green collection is made using either organic or Fairtrade cotton in addition to sustainably sourced modal or Tencel, the company said.

As part of its Plan A target, M&S continues to be the UK’s largest retailer of Fairtrade certified cotton and Indigo Green reflects this ethos. The feminine Seventies inspired collection is on trend for Spring Summer 2011 offering bold tie-dye and batik inspired prints alongside delicate embroideries in this season’s key shapes of maxi skirts and dresses.  Fairtrade denim is styled into authentic Seventies waistcoats, jeans and denim jackets.  Available in a color palette of tonal blues with highlights of white.

The Indigo Green collection features Fairtrade cotton, which supports small scale cotton farmers, while organic cotton is grown without the use of unnecessary chemicals and pesticides, and Tencel and modal are made using more sustainable raw materials. Customers will find the Fairtrade logo on Indigo Green Collection swing tickets where appropriate.

‘M&S is delighted to introduce a sustainable fabric collection to the Indigo woman offering fashion with a conscience. The collection is a Seventies fashion story with a Plan A viewpoint.’ Narinda Leon, Design Manager, Indigo & Limited Collection.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.