The Dutch Denim Deal, a new industry partnership and initiative for sustainable denim, was signed by PVH Europe. The Denim Deal, a public-private initiative, was created by the Dutch government in response to the EU Green Deal and Circular Action Plan. PVH Europe will be a member of the steering committee, which will work with 38 signatories to improve denim industry sustainability and make recycling fiber the new standard.

The Dutch Denim Deal, which is now widely regarded as one of the most forward-thinking initiatives of its kind in the fashion industry, brings together a number of partner brands, including 247 Jeans, Garcia, Kings of Indigo, Kuyichi, Scotch & Soda, and Mud Jeans, as well as recyclers, manufacturers, and local governments, to ensure that representatives from all parts of the product value chain are represented.

The goal is to collaborate to increase the supply and usage of high-quality recycled cotton fibers in denim. By the end of 2023, the major goals are to create a total of 3 million pieces having (minimum 20%) post-consumer recycled cotton (POCR), and for each brand to have a minimum of 5% POCR content in weight across all denim collections.

The Denim Deal also provides an opportunity to build a "reverse supply chain" for recycled cotton and systemic change in order to end the denim loop.

Dutch Environment Minister, Stientje van Veldhoven, said that the overall emissions from the world's textile sector are greater than all emissions from international aviation and marine combined. He believes that they should work toward a cleaner value chain for the sake of a healthy future and climate. This Denim Deal's strength is that it involves all parties involved in the production and manufacturing of a denim garment. From producers, manufacturers, and merchants to collectors, sorters, cutters, and weavers, there's something for everyone. It's fantastic that PVH Europe is also involved; together, go forward to a healthy environment.

Tommy Hilfiger's VP Sourcing, Production, and Innovation Denim, Nicolas Prophte, said that signing the Denim Deal is a watershed moment for PVH Europe and the whole denim industry. They've set extremely high sustainability goals at PVH, many of which their denim teams are now exceeding, and signing this agreement demonstrates their continued commitment to not just speeding their own efforts, but also to bringing change to the whole industry. They're consolidating their competence in the business with the Denim Deal.

PVH Europe will promote the exchange of knowledge and expertise in recycled cotton as part of the Denim Deal, and will use the power of the brands to expand the deal's effect and boost the supply of recycled cotton from the Netherlands through strategic partnerships.