Primark, which has frequently been in the firing line in years gone by, has today launched its first jeans made entirely from sustainable cotton with a debut across the UK and Europe.It’s a big move for the retailer and one that’s likely to appeal to the mass of its Gen Z and Millennial customers who survey after survey show are extremely susceptible to marketing messages around eco-consciousness and other ethical issues.

The materials that go into the jeans are being sourced through the retail giant’s Sustainable Cotton Programme, which has a wide-ranging aim of reducing the use of chemical pesticides, cutting the huge amounts of water that the industry uses to make its products, and also boosting the incomes of the farmers who grow the cotton in the first place.The company…