No44 has taken a significant step forward in its journey to sustainability with the debut of its most sustainable jeans yet.
The Bucharest-based luxury denim brand announced the closure of its Rethinking Denim project—a collaboration that began last year between No44 and Isko Denim using its R-Two program focused on “closing the circle” on cotton sustainability—and the launch of the resulting Rei Jeans, which are made with reused and recycled materials.
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“We are thrilled to have successfully wrapped up the Rethinking Denim project and to introduce Rei Jean. This project represents our vision for a more circular future and we are proud to have partnered with Isko Denim to bring it to life,” Claudiu Ciubotaru, No44’s marketing director, said. “The R-Two program allows us to integrate reused materials into our denim fabrics, given new life to old resources.
“This commitment to reusing and recycling materials not only aligns with our sustainability goals but also enables us to maintain the exceptional durability and quality that defines every pair of No44 jeans,” Ciubotaru continued. “It’s a collaboration driven by a shared vision of a more responsible and environmentally conscious fashion industry.”
The jeans are made in two washes—dark and light blue—from pre-owned denim and denim scraps, designed to focus on comfort and durability. The luxury label “opened its arms” to anyone who wanted to be involved in the Rethinking Denim recycling project, collecting used jeans from over 500 people.
“This commitment to sustainability isn’t just a checkbox for us; it’s an integral aspect of who we are,” Ciubotaru said, noting that No44 is one of the only jean brands in Romania with a sustainable approach at its core.
As for the denim scraps and post-industrial waste, they originate from suppliers such as Romanian manufacturer, Martelli Europe, part of the Elleti Group. These materials come from various stages of denim production, such as cutting and sewing process that produces leftover fabrics and trimmings. Together with Martelli Europe, No44 repurposed 14 tons (28,000 pounds) of collected denim scraps, which Isko transformed into environmentally responsible denim products.
“The custom fabric used in our Rei Jeans, crafted by Isko, is made from a blend of post-consumer and post-industrial waste—a meticulous process that prioritizes durability and minimizes environmental impact,” Ciubotaru said. “We’ve invested considerable time in perfecting this fabric, employing sustainable techniques that not only maintain the impeccable quality but also preserved the timeless design that No44 Is known for. It’s a labor of love that harmonizes sustainability with style.”
