Premium denim brand No44 is finding a creative solution for textile waste.
The Romanian company recently launched Patch & Play, a new line of repair kits developed in partnership with AllDenims.
With Patch & Play, No44 encourages consumers to celebrate the beauty of imperfection and to turn natural wear-and-tear of garments into an opportunity to fix, personalize and reimagine their jeans.
“This project is about turning waste into opportunity: creatively, responsibly, and intentionally, Patch & Play reminds us that flaws aren’t the end of the story, they’re the start of something new,” said Claudiu Ciubotaru, marketing director at No44.
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Consumers can build their Patch & Play kit to their liking. Along with needle and thread, they can select from a library of denim patches made from No44 production leftovers such as off-cuts, sampling scraps, or pre-worn pieces from the brand’s Rethinking Denim circular collection.
Patch shapes span circles, stars and flowers, and come in a variety of washes and embroideries based on previous collections. The kits are packaged in a denim pouch, which doubles as a mini shoulder bag to carry a phone, cards or keys.
Patches retail for 11 euros (approximately $12.75) and bags retail for 25 euros (approximately $29).
No44 linked with its production partner, AllDenims, a low-quantity manufacturer based in Turkey, to produce the patches.
“We’re proud to contribute to projects like Patch & Play that give new purpose to what would otherwise go unused,” said Gönül Altunışık and Selvi Yiğci, founders of AllDenims. “Our partnership with No44 reflects a shared belief in reducing waste through thoughtful design and production.”
Patch & Play aligns with No44’s circular initiatives. In 2023, the brand introduced jeans made from its own production scraps. In February, the brand launched No44 Renew, a takeback program for pre-owned No44 jeans. In exchange, consumers receive a 20 percent discount on their next purchase.
Jeans that cannot be renewed for resale are sent to Re&Up, the Sanko Group-owned textile recycling operation in Turkey, where they are transformed into recycled fibers that can be used to make new jeans.
