Jeanologia to guide Very’s ‘responsible’ vision
Liverpool-headquartered e-retailer Very recently joined hands with technology provider Jeanologia, based in the Spanish province of Valencia, as part of its ongoing efforts to improve the sustainability of V by Very-branded denim.
This means that all V by Very suppliers have now committed to the Spanish company’s environmental impact measuring platform, a tool which logs chemical impact, plus water and energy consumption, to rate articles as having either a low, medium or high impact.
At present, 60% of the brand’s denim offering scores as having “low” impact. Through its partnership with Jeanologia, Very’s intention is to make sure that 100% of its denim is rated as such by 2025.
Accordingly, both businesses will now work together with V by Very’s supply base to foster better support, education and advice on how to raise its scores across the denim washing, ageing and finishing stages.
Fashion director at The Very Group (Very’s parent company), Emma Alexander, commented: “As a retailer with a global footprint, we realise how important it is to reduce our environmental impact. Increasingly, our customers want to know that they’re buying sustainable, responsible products.
“By 2025, we want at least three quarters of the raw materials used in our own brand ranges [such as V by Very] to be sustainable and working with Jeanologia is an important step towards that goal. We still have a long way to go, but we’re proud of the progress we’ve made so far.”
The e-commerce company added that 90% of cotton used throughout V by Very collections is sourced through the Better Cotton Initiative, a Geneva-based body that campaigns for increased production and consumption of more sustainable cotton.
Image via Instagram (@veryuk)
