Denim Deal, Green Story to scale post-consumer recycled cotton

The Denim Deal has announced a strategic collaboration with Green Story to accelerate the global adoption of post-consumer recycled (PCR) cotton in the denim supply chain using data, analytics, and AI-powered insights. According to the partners, strong and reliable datasets will help brands make better sourcing decisions while also preparing for tightening sustainability reporting requirements.

The partnership aims to support brands with verified data and digital tools that enable them to scale recycled cotton usage while delivering measurable and audit-ready results. As part of the agreement, Green Story will serve as the strategic intelligence partner for the initiative’s upcoming annual report scheduled for release in Q4 2026.

A key element of the collaboration is the use of comparable environmental impact data to build greater trust in recycled cotton claims. By integrating analytics into Denim Deal collections, brands will be able to measure material performance, benchmark results, and clearly communicate verified sustainability metrics to stakeholders.

The initiative will also explore wider industry challenges related to data transparency and communication. Special attention will be given to the potential of Digital Product Passports (DPPs). The partnership introduces a semi-autonomous circularity solution designed to help brands address the common “bandwidth gap.”

This approach enables brands to carry out circularity assessments, identify operational gaps, and create practical roadmaps for adopting PCR cotton, without needing to build large in-house sustainability teams.