Back in 2020, the Dutch government established the Green Deal on Circular Denim. The three-year-long initiative brought together mills and manufacturers and brands with the goal of producing 3 million pairs of jeans with at least 20 percent post-consumer recycled content. Additionally, signatories—including PVH and Mud Jeans—agreed to work toward a standard that all denim would contain at least 5 percent recycled content.
“The idea is straightforward: move towards a circular denim industry by shifting towards the use of recycled textile in all denim products,” states the initiative in its recap “Lessons of the Denim Deal” booklet. “The purpose of the Denim Deal is to work with leading parties across the denim value chain to close the loop and thus achieve the necessary sustainable, systemic change in the value chain.”
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Now that the initial Denim Deal has wrapped, after exceeding its 3 million-pair target, the program has entered its second phase and is going global.
Read more on Carved in Blue.
This article is one of a series on Rivet from Lenzing’s Carved in Blue denim blog. From conversations with the experts behind the mills that make some of the world’s most-wanted denim to the global brands bringing novel denim made with TENCEL™ Lyocell and Modal to the market, Carved in Blue shares the stories of those whose roots run deep with denim. Visit www.carvedinblue.tencel.com.
