Sustainable jeans by Boyish

But, it's also undeniable that denim is one of the most ecologically-unfriendly items in our wardrobes thanks to the huge amount of water used in cotton production, not to mention chemical pesticides and an often toxic treatment process.

A lot of modern denim also contains plastic fibres, such as nylon or polyester, to create softness and stretch. But through wearing and home-washing those plastic microfibres are going back into our environment, the sea and even the food we eat.

Thankfully, perhaps because of just how unsustainable the fashion industry currently is, it's an area in which much is being done to change the sins of the past.

Sustainability is perhaps the biggest movement in the fashion industry right now, with brands of all budgets coming up with exciting and innovative ways to reduce the environmental impact that comes with a style update. And denim is one of the product categories leading the pack.

Jordan Nodarse has been instrumental in leading that change. You may not know his name, but you'll probably recognise his work as the former denim director of eco-cool brand Reformation and GRLFRND DNM.

In 2018, Nodarse founded his own denim label, Boyish, and it's finally arrived in London with a pop-up in the Denim Studio at Selfridges.

Designed in LA, the Boyish brand is built on sustainable and eco-conscious processes such as using at least 30 per cent recycled denim, with a commitment to increase this to 70 per cent by 2020.

The Boyish washing process also swaps neutral-based cold water enzymes in place of pumice stone, reducing natural resource and water use and the contamination of waste water.

'Boyish focuses on fabric a lot because it's 60 per cent of the impact of a pair of jeans on the earth' explains Nodarse. His brand uses 'recycled cotton, considered by the Sustainable Apparel Coalitions Higgs Index as the most sustainable fibre.'

And his brand's first UK home? Nodarse sees it as a natural fit: 'Selfridges is known around the world for having one of the best denim selections.

We see Selfridges taking a big stand on sustainable fashion and are excited to be included as one of those brands in their sustainable movement.'

A London launch has been a key step in the building of Nodarse's brand: 'London has a very eco-friendly customer, savvy on the technical side of environmentalism and sustainability with fashion.'

Nodarse might be focused on creating the denim solution of the future, but he's doing so with one eye on the past. The brand is built on vintage menswear-inspired silhouettes, albeit with a sexy, modern spin, and denim is usually stiff and structured.

Clockwise from left: Brady cropped flares £180; The Tommy straight-leg jeans £180; Cody denim shorts £135; The Kennedy denim dress £180; Corey denim skirt £130, all Boyish

As well as being less ecologically damaging to produce than its stretch counterpart, structured denim has an impact on the way it is worn: providing a feeling of support that enables a flattering silhouette, and Boyish has become known for its bum-enhancing properties.

'I suppose that's what makes the launch most exciting for customers,' says Nodarse. 'They get a jean that is not just sustainably made but also fresh looking and, of course, makes your butt look amazing!'

Jeans that shape your body and the future of the planet - what more could you want?

Boyish is available at the Denim Studio, Selfridges, and available to buy online