Ruby London regularly feature on the glossy pages of Vogue, InStyle, Grazia and countless other magazines, but what you may not realise is their strong ethics. Ruby London's fashion forward jeans label just so happens to be ethical, but you wouldn't know it unless you looked closely at the label tag inside. Ruby London is first and foremost style-led, and its ethics are mostly under the radar. We Skype with the label's owner, Kate Eccles, to find out more.

Kate is no stranger to fashion. She's been in the industry for the last 18 years, having worked in casual and denim clothing for some big names, including Joseph, Riess, Warehouse, Ghost and Barneys. With Ruby London now in its fourth year, she reflects on its raison d'etre. Kate told us "I was fed up with the flatness of the industry. When I started Ruby London, every jean had a saying, like a hidden fortune cookie. The first jeans contained the words: "Without prayer there is no courage, and without courage no RUBY" - very apt for the launch of the new brand."

Kate naturally used organic fabrics, because Ruby London has always been a "responsible brand". Kate shared "I had to make the brand tie in with my life’s values otherwise there would be contradictions. In fashion, you have to be a very strong character!"

With Kate's in depth fashion knowledge, they started to develop organic products from the beginning. But not that you'd know it. Viewing Ruby London's collection online, there's no indication at all that the fabrics are environmentally sound, yet they are 98% organic, with some elasticine built in. Kate commented "All our colours and high fashion pieces are done in organic denim, yet we're silent about it."

You may be wondering why that it is. Kate told us "If you say charity or organic, the mass market runs a mile. That's why we wanted to keep our ethics under the radar."

So while Alesha Dixon, Scarlett Johansson, Kate Moss, Jo Whiley and Katie Price wear Ruby jeans, they probably have no inkling of their ethical credentials. They simply love Ruby London's fashion forward jeans for their fit and super sexy look.

Yet more and more of us don't want to wear a pair of jeans unless they are ethical, so what's the story?

As well as using organic denim, Ruby London's factory in Turkey is compliant. It's fair to say the factory isn't fair trade, but Fair Trade certification is cost-prohibitive for many producers and workers are paid and treated well. Kate adds "All our stuff is done in Turkey instead of Hong Kong where many denim factories are. That’s not necessarily because I’m looking at our carbon footprint, we simply cannot ship from Hong Kong because the freight costs are so high. 14 years ago, Turkey was emerging. Now that they have emerged, it's a very wealthy country, so you’re not going to find a factory that isn't compliant."

Rennie Jeans support Children On The EdgeWhat's more Ruby London also supports the charity Children On The Edge to help vulnerable children in Burma. With the kids in Burma, they designed the Rennie Jean, which has turned out to be their best seller. This is great news considering 10% of the profits go to the charity. Kate told us "The kids have been mentally disturbed as they have watched their mothers being raped, their fathers beheaded. Giving them money is not enough. But the chance to be creative has given them the chance to heal."

Returning back to our conversation about the fashion industry, Kate is adamant. "Fashion is a greedy industry because it's difficult to make money but if you are going to survive we do have to be responsible." Ruby London is clearly proving style and ethics can be combined to make 'green' look normal.

So why Ruby? Kate bubbles with enthusiasm "My late Grandmother Ruby inspired the brand. She was born with love, always joyful, very strong and incredibly beautiful. Ruby is why we're having so much fun and why we can ride out the storms as a strong team."

So buying a pair of Ruby London jeans isn't all about wearing a super sexy and flattering jean. You'll also be part of the brand's fun, but ethical story. Watch this space!

Ruby London is available online, at Fenwick, House of Fraser, Area and Ethic.