The founder of London-based denim brand I And Me, Jessica Gebhart, has said governments should put legislation in place to oblige fashion brands to set and stick to sustainability targets.

Ms Gebhart set up I and Me in 2016 after working for six years as a buyer for fashion group Topshop. She set the denim label up with the aim of convincing consumers to buy less, but buy better.

Its collections consist of small runs of seasonless, genderless jeans made from fibres such as organic and plant-dyed cotton.

In recent comments to The Sunday Telegraph, Ms Gebhart said she wasn’t sure a high-street brand could ever truly be sustainable “because it’s driven by volume”.

Image: I And Me.

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