Veronica Beard is joining Cotton Lives On, a U.K. consumer-facing campaign encouraging the recycling of pre-owned denim.
From now to Aug. 12, customers are encouraged to drop off their unwanted jeans at Veronica Beard’s London stores on Bruton Street and Sloane Street. In exchange, customers can receive 20 percent off any purchase of Veronica Beard denim.
Through the Cotton Lives On recycling program, the unwanted jeans will be turned into recycled cotton insulating material used in mattresses for people at risk of homelessness.
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Cotton Lives On was inspired by Cotton Lives On, a successful recycling program created in 2022 by Cotton Council International and Cotton Incorporated. The program’s aim is to reduce landfill waste and extend the life of old cotton in a way that helps both people and the planet.
To date, Cotton Lives On has collected approximately 8,000 kg. of cotton in the U.K. Each new roll mat contains the equivalent to 45 cotton T-shirts. The roll mats are part of an essential products package given to people when they move into a hostel or as part of their new home kit once they have been found a more permanent place of residence.
“Veronica Beard is committed to making a meaningful impact—on the environment and in each of our communities.” said Allison Aston, SVP of community and charitable giving for Veronica Beard. “We are honored to be working with the Cotton Lives On recycling program on a U.K. focused campaign, transforming pre-loved denim into quality mattresses for people at risk of homelessness.”
The New York City-based women’s brand is in good company. ME+EM, Paige, Charles Tyrwhitt, Hush, Whistles, Hobbs, Phase Eight, L’Estrange, Anthropologie, Bianca Saunders, Nexvision and The White Company are among the companies participating in Cotton Lives On.
“Veronica Beard is an exciting addition to the growing list of premium fashion brands joining our U.K. cotton recycling program, Cotton Lives On,” said Andrea Samber, director of brand partnerships for Cotton Incorporated. “The consumer-facing denim campaign we are running with Veronica Beard is a valuable opportunity to engage consumers and divert more cotton from landfill.”
