“Denim without compromise” has long been the motto of sustainable denim brand No44.
The Romanian brand’s vertical production helps ensure high standards at every stage, while its use of premium materials, including organic and regenerative cotton and recycled fabric minimize its overall environmental impact.
Now the women’s denim brand is ramping up its efforts to promote circularity in fashion with No44 Renew, a consumer-facing program designed to transform pre-owned jeans into renewed, high-quality garments. Through this initiative, No44 aims to extend the life of denim while pioneering cutting-edge textile recycling.
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“We’ve always designed jeans that last, and this initiative allows us to take it further by giving them a second life. It’s not just about sustainability, it’s about reimagining how we engage with fashion in a way that’s more meaningful and less disposable. There’s no better time to start then now,” said Claudiu Petru Ciubotaru, No44 marketing director.
Through No44 Renew, consumers can give “great denim another chapter” by returning their pre-owned No44 jeans to the company. Pre-paid shipping labels can be requested through No44’s website. In exchange, consumers will receive a 20 percent discount on their next purchase.
If the jeans are in good condition, they undergo professional restoration through No44’s collaboration with Martelli Romania, the Elleti Group-owned firm that specializes in industrial textile washing, dyeing and special effects. The cleaning process includes waterless ozone washing, which acts as a powerful disinfectant, followed by rinsing and washing with peppermint oil, known for its antibacterial properties. This stage utilizes nebule-based technology, ensuring a deep clean and fabric refresh.
By integrating advanced renewal techniques, the brand said “each pair of jeans retains its premium craftsmanship while significantly reducing textile waste.” The renewed pre-owned jeans will be sold on on No44’s website for a lower price than the original retail price of the same jeans. The exact pricing depending on the level of renewal and customization. Some pairs require only a refresh, while others undergo more detailed restoration or artistic alterations.
Jeans that cannot be renewed for resale will be sent to Re&Up, the Sanko Group-owned textile recycling operation in Turkey, where they will be transformed into recycled fibers that can be used to make new jeans.
No44 previously collaborated with Re&Up’s sister company, Isko, to produce circular jeans.
More than ever, Ciubotaru said No44’s consumers want denim that tells a story and evolves with them.
“Our customers value authenticity, quality, and longevity. They appreciate well-made jeans designed to last. We’ve seen a growing shift in how people perceive renewed fashion, there’s a deeper appreciation for pieces with character and craftsmanship, rather than mass-produced items,” she said.
No44 Renew fits naturally into this mindset by giving denim a second life through careful refurbishment. “It’s not about resale in the traditional sense, but about keeping great denim in circulation by refreshing and enhancing what already exists. Whether through subtle restoration or artistic customization, we make sure every pair remains relevant, wearable, and full of life,” Ciubotaru said.
