Fashion for Good has launched a year-long initiative, Beyond50 Denim: Combining Cottonized Hemp and Green Chemistry, to test whether hemp-based denim rival or even outperform cotton in both quality and consumer appeal. This project has been launched in collaboration with Bestseller, C&A, PDS Limited, Reformation, and Target.

The project positions hemp as a climate-resilient alternative to conventional cotton, but its adoption has long been limited by its coarse texture, which makes it less suitable for denim. “Our goal at Reformation is to drive innovative solutions that can transform fashion. Beyond50 Denim gives us the chance to put forward-looking ideas like hemp and green chemistry to the test, helping validate their potential and shape a more sustainable future for denim,” said Carrie Freiman Parry, Senior Director of Sustainability at Reformation.

“Hemp’s limited adoption in denim highlights how ingrained industry practices can hold back breakthrough innovations,” said Katrin Ley, Managing Director at Fashion for Good.

Beyond50 seeks to raise hemp content in denim to 50% or higher while matching the performance of conventional cotton. To achieve this, the project will leverage two breakthrough technologies, SEFF’s Nano-Pulse technology, which transforms raw hemp into cotton-like fibers, and FIBRE52’s proprietary green chemistry treatments that soften cellulosic fibers for improved comfort.

“With Beyond50 Denim, we aim to prove that tackling these barriers requires more than just isolated innovation,” Ley explained. “By combining advanced fiber technology with green chemistry, this project demonstrates how integrated solutions can overcome long-standing challenges in the denim industry.”