Denim Deal, focused on standardizing circular methods in denim production, announced that French retailer Kiabi has joined the group. Kiabi said that becoming a member supports its aim to move past individual efforts and take part in a shared, ambitious and technically strong movement across Europe.

Kiabi has pledged to use 100 percent sustainable fibers by the end of this year. According to the U.S. Cotton Trust Protocol, cotton makes up 60 percent of the total raw materials used in Kiabi’s products. The brand added that joining Denim Deal reinforces its goal to contribute actively to Europe’s industrial shift and speed up circular practices that are practical, measurable and scaled.

Denim Deal includes more than sixty organizations across ten countries, all working towards a common target: producing 1 billion pairs of jeans with at least 20 percent post-consumer recycled (PCR) cotton by 2030. The group consists of brands, recyclers, spinners, weaving mills, institutions and innovators committed to developing shared standards, increasing the use of recycled fibers in denim, and building circular value chains across the continent.

The initiative is strengthening its activities in France this month. On Tuesday, it hosted an immersive event in Paris where attendees could see how circular business models and new materials are reshaping the denim industry. The event displayed denim pieces containing over 20 percent PCR cotton and introduced two research projects focused on improving the durability of PCR cotton and supporting large-scale production using multiple sources of recycled cotton.