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Eco–conscious brand gets a green stamp

Monkey Genes are now PETA endorsed.

Monkey Genes are now PETA endorsed.

A Peak District jeans brand has been given a green stamp of approval after striking up a partnership with animal charity PETA.

Monkee Genes, based in Youlgrave, has switched from leather jean patches to animal-free, coated recycled cardboard patches and have now been ‘Approved Vegan’ by the charity.

The denim label, which is a favourite with stars including Jared Leto and Louis Tomlinson already holds the accolade of being the only jeans label to be certified by the Soil Association for organic standards and the Global Organic Textile Standards.

Phil Wildbore, managing director and designer at Monkee Genes, said: “My main ambition as a jean designer and producer is to create a garment with soul.

“To achieve this balance Monkee Genes strives to work with nature.

“To partner PETA seemed a very natural development.”

The jeans will now feature a limited edition patch carrying the PETA–approved Vegan logo.

PETA’s association director, Mimi Bekhechi, said: “Monkee Genes is at the head of the pack when it comes to offering products that are as kind to the Earth as they are to animals.

“The ‘PETA-Approved Vegan’ logo on the back of the new Monkee Genes jeans will let style-minded, eco-conscious consumers know that no animals were hurt or killed in the production of these chic trousers.”

Visitors to The PETS website, PETA.org.uk, can enter a competition to win a pair of Monkee Genes jeans with the limited–edition PETA patch.

For more information on Monkee Genes, or to buy a pair, visit the website www.monkeegenes.com

To comment on this story online, visit www.matlockmercury.co.uk

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