Organic cotton used to create so called organic jeans is all the rage at the moment. According to Sugar Cane’s UK brand director, Paul Morarji, though, bar all the hype, it’s actually nothing new. “We have always offered an organic denim, ever since we started producing jeans in 1975,” he says. “The cotton and the sugarcane we produce are not treated with any chenicals and are 100 per cent organically grown in Japan and Hawaii. The indigo we use is 100 per cent pure indigo, which we have developed to dye our denim using traditional Japanese dyeing techniques, by hand. Our textile experts were the first in the world to produce a selvage denim fabric made from woevn cotton yarns and sugarcane fibres way back in the mid-’70s.

“Also, sugarcane fibres contain essential amino acid enzymes necessary to fuel and rejuvenate other bodies. Likewise, by-products from sugarcane are used to fuel cars in Brazil in order to have a less harmful impact on the environment, as opposed to burned fuesl of a purely fossil origin.” To all those brands only just getting on the eco-issue, put that in your pipe and smoke it!