SM Denim Mills has unveiled a new sustainability initiative called Daera, aimed at promoting a more circular approach to denim production by encouraging the continued use and reuse of materials. The platform is designed to explore how recycled materials can be transformed into a wider range of high-quality denim products while supporting circularity.

Through Daera, the company aims to move beyond simply increasing recycled content in fabrics. Instead, it focuses on developing a complete circular product system that offers value to designers, sourcing teams, brands and consumers alike.

The platform features a variety of rigid and stretch denim fabrics made using recycled post-industrial and post-consumer cotton waste, along with complementary fibre technologies. This allows brands and designers to choose from different fabric weights, constructions, textures, silhouettes and applications while maintaining the quality, performance and appearance expected in the global denim market.