31 July 2024
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Because of the Green Deal Circular Denim, the chain is now recycling many more old jeans and other discarded textiles into new clothing. That's according to the report Monitor Denim Deal 2020 - 2023. It even created a larger movement of brands and retailers going forward together: the Denim Deal 2.0.
3 million jeans
The results of the 53 participants in the Denim Deal have a big impact:
- In the Dutch market, the number of denim garments from participating brands with at least 5% POCR cotton increased from 8% in 2020 to 62% in 2023. POCR means that something is made from ´post-consumer´ recycled material, in this case cotton from already used textiles.
- In the Netherlands, participating companies also increased the number of jeans with at least 20% POCR cotton from 8% in 2020 to 61% in 2023.
- World-wide, the number of denim garments from participating brands with at least 5% POCR cotton increased from 12% in 2021 to 63% in 2023.
- In the global market, participants reached the goal of 3 million jeans with at least 20% POCR cotton as early as 2021. They more than tripled this number in the following years. Of all the jeans made by the participants in 2023, 63% consisted of 20% POCR cotton. In 2020, this was still 13%.
It turns out that denim clothing can easily consist of at least 5% POCR. Even those from non-participants in the Denim Deal. In doing so, participants also often chose products consisting of an even higher proportion of POCR cotton.
Denim Deal 2.0
After 3 years, the Denim Deal came to an end. Participants themselves took the initiative to develop an international sequel to this Green Deal under the name "Denim Deal 2.0.
The goal of this new network is to work together to make denim circular on a larger scale. By connecting more parties from around the world, conducting research, involving education and sharing knowledge.
Example for all textile entrepreneurs
The success of the Denim Deal is not only a milestone for the denim industry, but also an example for the global textile sector. It proves that the transition to a circular economy is only possible when we work together.
Read all the lessons of the Denim Deal from 2020 to 2023 here