The Jeans Redesign project by Ellen MacArthur Foundation aims to make the denim industry more circular. Many other brands have launched products adhering to this foundation.
Leading apparel brands such as Boyish, H&M, Seventy + Mochi, Triarchy and Weekday have launched jeans based on circular economy principles. GAP, Reformation, Lee, and Wrangler are all set to launch their products in the upcoming weeks.
The Ellen MacArthur Foundation’s Jeans Redesign program inspires brands to design jeans that last longer when compared to traditional jeans. The program ensures that the jeans can be easily recycled and produced keeping in mind the health of the environment and garment workers.
Francois Souchet, the Make Fashion Circular project lead at the foundation stated that Jeans Redesign was an important initial step. He felt that it was important for brands to incorporate in not only in jeans but other products as well.
He said that Jeans Redesign has been incredible to capture so many brands and inspire them to be better. He believes that in order to make fashion circular they needed to involve the entire system. He further added that it was just the start and there were more ways to make the industry circular. He extends his gratitude to Redesign for getting the ball rolling and making sure the industry moves towards a more sustainable space.
The Ellen MacArthur Foundation have designed and promoted a circular economy with over 80 denim experts by creating the Jeans Redesign guidelines. The guidelines set minimum requirements for durability, material health, recyclability and traceability.
The brands and organizations that abide by the requirements and follow the set guidelines are granted permission to use the Jeans Redesign Logo on jeans produced. Brand injections take place every year and permissions are then received.
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