Denim Deal, a global initiative to scale the use of post-consumer recycled cotton in denim, is on a data journey.
The organization announced a new strategic partnership with Green Story, an AI-powered platform that provides companies with a semi-autonomous solution to handle product impact measurement, supplier engagement and regulatory readiness. Green Story will serve as the strategic intelligence partner, providing the data foundation necessary for the Denim Deal’s upcoming annual report, scheduled for publication in Q4 2026.
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The importance of data is increasing, especially as the denim supply chain faces pressure from consumers, brands and legislation to prove their environmental claims. Denim Deal says the collaboration will address broader industry questions around data, transparency and storytelling.
A key focus will be on the role of digital product passports (DDP) and how they can increase consumer engagement and support credible storytelling and value chain transparency. Green Story’s DPP solution ensures products meet current regulatory standards, including environmental data, material composition and lifecycle impact. The alliance will explore how DPPs can drive B2C engagement and trust.
Additionally, Denim Deal and Green Story are jointly introducing a “semi-autonomous circularity package” designed to help brands overcome the common “bandwidth gap,” or lack of internal teams to support assessments. This allows brands to conduct circularity assessments, identify operational gaps and build credible roadmaps toward post-consumer recycled cotton adoption without the need to hire dedicated teams.
A brand does not need to be an existing Green Story customer to utilize it.
“By combining Denim Deal’s collective, value chain-driven approach with Green Story’s expertise in environmental impact data and analytics, this collaboration aims to strengthen trust in post-consumer recycled cotton solutions and accelerate their adoption at scale,” Denim Deal stated.
