Riders by Lee is set to sharpen its focus on its sustainability initiatives in 2021, GM of denim Nathan Baxter has revealed to Ragtrader.

Building off of its sister brand Lee’s sustainability targets, Riders is already delivering eco-friendly products to market, Baxter said.

“Riders will be going hard on sustainability initiatives and continuing to champion ethical sourcing practices with our suppliers that have been in place for many years now.

“Riders is the sibling brand to Lee which globally has set some ambitious sustainability and ethical sourcing targets, so we’re excited to take these challenges on into 2021 as we continue our journey in this space.

“Our latest Summer range, due to land in stores by November, had more than 80% of the range delivering at least one sustainable attribute, be it BCI, Repreve, Recycled Cotton or utilising more Natural fibres such as Linen that don’t require the use of harsh chemicals during the production process.

“These steps, whilst small are building blocks for the future of the Riders brand for 2021 and beyond.

“The Riders team holds sustainability values close to their heart, so this will become a natural foundation for Riders in many years to come,” he said.

Throughout 2020, Riders has been focusing on delivering on its ethos, ‘Denim for Every Body,’ driven by its curve range, Baxter added.

“The brand tagline, ‘Denim for Every Body’ has been championed by our Women’s range of Curve Denim, which is denim jeans and shorts designed for curvier figures so they hug you in all the right places for optimum fit and comfort.

“Curve denim is not just about size it is primarily about shape and we’ve been getting incredible reviews, testimonies and sales with this program.

“In the first week of trade in our online store, Curve Denim went straight to number one on our best sellers list,” he said.

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