Flax and Loom is owned by Phil Wildbore, former owner of Road Jeans and Monkee Genes, and who says he wants to produce “the world’s most sustainable, commercial jean”.

“If you’re paying minimal amounts for anything, the chain behind it will not be paying respect for the individual,” said Mr Wildbore. “It’s not possible to have great quality and well-looked after workers at some of the price points of the high street and supermarkets. There needs to be an enlightenment. We want to help people understand why they should pay more."

The aim is to work with farmers in Turkey to grow flax, cotton and hemp on rotation to protect the soils, and to make and distribute the garments from the country to reduce the carbon footprint.

Men’s styles include a stretch slim jean, a Brando fit, a loose fit and a linen-cotton mix chino. The women’s collection includes dungarees, a high-waisted skinny and a hemp and recycled denim blend in a 50s cut. They retail at around £125.

Mr Wildbore added: “I hope 30 years from now, the garments will be loved again by someone picking them up in a vintage shop.”

Image credit: Flax and Loom