Cheltenham-based fashion brand, Superdry, is one of the first global brands to switch all jeans to organic cotton.

From winter 2022, 100 per cent of the cotton in Superdry jeans is certified organic.

And in Organic September, the brand has pledged that all of its pure cotton clothing will be organic by 2025.

Organic cotton saves up to 87 per cent water and has a 14 per cent lower carbon footprint than conventional cotton.

Conventional cotton uses 16 per cent of the world's pesticides across just 2.5 per cent of the land, destroying the soil in which the cotton plants grow. Organic cotton uses zero pesticides, and without these harmful chemicals, soil quality can be preserved for generations to come.

Superdry said it is working with more than 12,000 cotton farmers this year, helping them convert to organic practices. It has donated more than 100 million organic cotton seeds to help get them started.

By 2025, the brand will have helped 20,000 farmers convert to organic practices - enough to fulfil its entire organic cotton requirements. It is currently 60 per cent of the way there, and is hoping other fashion brands will join the charge.

Superdry said it continues to sell stock from previous seasons, which is why some of its jeans styles currently on sale don't contain organic cotton.