River Island has launched a new collection of jeans created with LaundRe, the UK’s first circular denim finishing hub based in east London. The pilot programme was delivered through the sustainable manufacturing pillar of the Circular Fashion Innovation Network (CFIN), led by UKFT. The initiative explored how on‑shore denim finishing might offer a more responsive, sustainable alternative to traditional overseas wash production.

The pilot brought together LaundRe’s advanced denim finishing technology with River Island’s design and commercial expertise. By applying laser‑assisted patterning and low‑impact finishing processes to unwashed denim within the UK, the project demonstrated the potential to reduce water use, minimise transport emissions and shorten lead times between design and delivery.

A key aim of the collaboration was to show that on‑shore finishing can support trend‑led product development at commercially relevant quality and price points. Bringing finishing operations closer to the design and buying teams enabled real‑time feedback, rapid iteration and small batch flexibility instead of relying on long overseas cycles and high minimum order quantities.

The pilot under CFIN’s sustainable manufacturing pillar provided a proof‑of‑concept for on-shore finishing in the UK and highlighted how collaborative innovation can help brands respond to market demands and sustainability challenges more effectively.

A pair of the jeans from the collection are available here.

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LaundRe and River Island are UKFT members. Not yet a member? Find out more here.