Denim brand PAIGE has partnered with the Cotton Lives On programme to launch a consumer-facing recycling campaign, encouraging customers to bring in pre-loved jeans in exchange for a 20% discount on new denim.

The campaign supports Cotton Lives On by transforming donated cotton denim into recycled cotton insulation for mattresses distributed to people at risk of homelessness. Branded PAIGE X CLO collection bins are featured in-store to encourage sustainable disposal of worn cotton products.

“We are thrilled for PAIGE to join our UK cotton recycling programme,” said Andrea Samber, Director of Consumer Marketing Brand Partnerships at Cotton Incorporated. “Earth Day is the ideal moment to inspire customers to give old cotton a second life.”

Lindsey Owens, Director of Omni Channel Marketing at PAIGE, added, “We’ve seen great success with Blue Jeans Go Green™ in our US stores, and we’re excited to expand our recycling efforts in the UK through Cotton Lives On™.”