Paige celebrated Earth Day by launching a consumer-facing campaign encouraging the recycling of pre-owned jeans.
The Los Angeles premium denim brand is partnering with Cotton Lives On (CLO), a U.K. program that diverts unwanted cotton textiles from the landfill and recycles it into something new.
The recycling initiative is akin to Cotton Incorporated’s Blue Jeans Go Green program in the U.S. It was created in 2022 jointly by Cotton Council International and Cotton Incorporated. Paige has also participated in Blue Jeans Go Green.
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Continuing throughout 2025, Paige x CLO invites consumers to drop off unwanted jeans in branded Paige x CLO containers located at the brand’s stores in London and Oxfordshire. In exchange, consumers will receive 20 percent off a new denim purchase.
The discarded denim will be recycled into cotton insulating material used in mattresses for people at risk of homelessness.
Lindsey Owens, Paige’s director, omnichannel marketing, said the brand’s partnership with CLO is a perfect platform to highlight its commitment to cotton sustainability. The brand’s leftover offcuts from its denim production are repurposed as art projects for schools, while others are recycled into insulation and carpet padding.
“We are thrilled for Paige to join our U.K. cotton recycling program Cotton Lives On,” said Andrea Samber, director, consumer marketing brand partnerships, Cotton Incorporated. “Earth Day is a perfect opportunity to highlight this initiative while encouraging Paige customers to join our efforts of keeping old cotton from landfill by turning their well-worn clothes into comfortable mattresses for those in need.”
To date, CLO has collected almost 8,000 kg of cotton in the U.K. and gifted over 100 roll mats. Each new roll mat contains 6.4 kg of unwearable cotton—the equivalent to 45 T-shirts. People around the UK at risk of homelessness and living in difficult conditions are given the mattresses as part of their first essential products package when moving to a hostel or as part of their new home kit once they have been found a more permanent place of residence.
Other brands and retailers already participating in the program include Charles Tyrwhitt, Hush, Whistles, Hobbs, Phase Eight, L’Estrange, Anthropologie, Bianca Saunders, Nexvision and ME+EM.
