American premium clothing brand, Tommy Hilfiger, which is owned by PVH Corp reveals the EMF Jeans Redesign collection which is created with circular design concepts in order to fulfill the company's vision of making fully circular products.
The range is based on two components: longevity and recyclability, which aligns with the company's 2019 commitment to the Ellen MacArthur Foundation Denim Redesign project based in the United Kingdom.
With an emphasis on material health and traceability, the range consists of seven garments, including jeans and denim jackets. For example, the clothes have detachable buttons, metal rivets have been replaced with bar tacks, metal zippers and the leather patch have been omitted, and only 100 percent organic fabric has been used.
In addition to this, each piece comes with instructions on how to wash and care for it, as well as suggestions on how to fix, donate, or recycle it after you've finished wearing it.
Martijn Hagman, the CEO of Tommy Hilfiger Global said that they have a duty as a leading fashion brand to accelerate the transition to a circular economy, and they are proud to partner with the Ellen MacArthur Foundation to do so. He added that this change necessitates a complete rethink of the fashion value chain, and these pieces are a testament to both teams' talent, experience, and commitment as they strive to push the design and manufacturing envelopes. This is just the first step toward producing truly circular products.
Make Fashion Circular Lead of the Ellen MacArthur Foundation, Francois Souchet said that Tommy Hilfiger is showing how we can all work together to reinvent fashion's future as a denim market pioneer and one of the first brands to sign up for Jeans Redesign. The debut of this collection is a major step toward a circular economy for fashion, in which the loved clothes are never thrown away.
In keeping with its commitment to sustainability, Tommy Hilfiger has trained over 80% of its designers in circular design concepts and launched ‘Tommy for Life,' the world's first circular business model, in which buyers and partners return products to the company, which cleans, repairs, and resells them, reducing the need for new manufacturing.
Aside from that, the fashion house claims to have manufactured more than 2 million pieces of low-impact denim using a process that uses less water and energy than traditional methods and uses 100 percent recycled cotton on a large scale.
The company is also a member of the Make it Possible, a Forward Fashion plan that lists 15 goals that can help minimize negative impacts, raise positive impacts to 100%, and improve over 1 million lives through its value chain, thanks to support from PVH.
Apart from this collaboration, the Ellen MacArthur Foundation, and more than 30 collaborating companies are behind the development of Circulytics, a digital measuring device that provides companies with a comprehensive report of circularity across their entire operations. Over 500 companies have already signed up, including 121 with annual revenue exceeding $1 billion.
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