Stella McCartney has always been a jeans girl, often wearing denim for personal appearances and regularly featuring it in her runway collections. Now the designer is hoping to make a bigger business out of jeans with the expansion of her denim range to 10 styles available in 20 washes for spring 2014.

This story first appeared in the June 11, 2013 issue of WWD. Subscribe Today.

“I believe it’s an everyday part of everybody’s life,” said McCartney. “Jeans are a timeless classic with a million opportunities to inject freshness and attitude. There are a lot of eco possibilities as well with denim, which I find exciting.”

The collection will include shorts and jeans in skinny, wide-leg and boyfriend styles as well as low-, mid- and high-rise fits. Classic indigo washes will come in overdyed, faded and dégradé, and there will be a significant novelty component, including a range of pink washes and heart and leopard prints. The 100 percent Italian-made collection will ship in November and retail from $350 to $595.


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Additionally, McCartney is incorporating a new denim technology, using a fabric that reduces stretching as the jeans wear and tear, while shaping to the body. In keeping with McCartney’s sustainable ethos, eight of the styles are to be made from 100 percent organic cotton, farmed with a water-efficient process without harmful chemicals and without damaging soil. Additionally, McCartney noted that sandblasting, a common denim production practice, which exposes workers to toxic silica, is not part of her process.

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