Sustainable strategies for denim brands

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Today I’ll introduce you to
Jeans Redesign
The Ellen MacArthur Foundation’s
Jeans Redesign program
Several brands have launched collections that meet the circularity requirement

American Eagle has launched the AE x Jeans Redesign collection, which follows the initiative’s guidelines for recycled, durable denim. The collection consists of four denim styles, two mommy style jeans for women, and two slim fit jeans styles for men. The collection is made from 100 percent organic cotton and features easy-to-remove hardware. the adoption of Jeans Redesign further advances American Eagle’s sustainability goals.

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Gap Inc. also made its first foray into jeans redesign with five women’s jeans from natural fibers. As part of Gap’s Washwell program, a denim washing process that uses 20 percent less water than traditional processes, the garments also use chemicals that meet ZDHC guidelines and include removable hardware for easy recycling at end-of-life.

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Upcycled denim brand Re/Done has launched its denim redesign collection, which includes three 70’s-inspired silhouettes, ultra-high-waisted wide-leg jeans, nine-quarter high-waisted stovepipe jeans, and high-waisted creased bootcut jeans.

All jeans are made with 100% organic cotton, recycled hardware, and bio-based patches and come with a hangtag with a QR code that provides consumers with full traceability reporting to document the lifecycle of each product. Products are shipped in recyclable, oxo-biodegradable plastic bags.

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Irish fast fashion brand Primark has also experimented with the Jeans Redesign collection. The collection includes straight-leg jeans for men, straight-leg jeans for women, tapered jeans for kids, and denim jackets for adults. The jackets are made of 80% organic cotton and 20% recycled cotton, and the jeans are made of 70% organic cotton, 29% recycled cotton, and 1% elastane.

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Business Director at Shanghai Fumao Clothing Co.,LTD

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