Bonobo’s sustainability efforts pay-off
30/05/2022
This, the brand says, is due in part to growing demand from consumers for ‘ethical’ jeans, which the report finds has grown by 50% in the past year.
“Since we first launched the brand in 2006, we have always sought to innovate to reduce the impact of our products and manufacturing on the planet,” said Bonobo Jeans CEO Xavier Prudhomme.
The Beaumanoir Group-owned brand no longer uses any conventional cotton and said that 100% of its products are now made from eco-responsible cotton, which is either organic, recycled or BCI. The company has pledged to reduce its water usage by 50% from 2015 to 2025 and estimates that it has already achieved two-thirds of this target.
The consumer report found that half the French population bought at least one pair of jeans in 2021. The average number of items of clothing bought in the 12-month period was 2.6 and a budget of €72.
Kantar’s Flash Jeans report for France is conducted once yearly based on a consumer panel of 12,500 people (ages 15 and older) representative of the French population.
Photo: Bonobo via Instagram
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