The Cotton Lives On initiative has joined hands with Veronica Beard, one of the fastest-growing premium womenswear brands in the U.S., to launch a campaign that encourages customers to recycle their old denim garments.

Through this campaign, Veronica Beard is inviting customers to bring in their used denim items for recycling at its London stores located on Bruton Street and Sloane Street. The campaign will run from Tuesday, August 5 to Tuesday, August 12. As a token of appreciation, customers who participate will receive 20% off any pair of Veronica Beard Denim.

Andrea Samber, Director of Brand Partnerships at Cotton Incorporated, stated, “We’re thrilled to welcome Veronica Beard to our UK cotton recycling program, Cotton Lives On. This collaborative denim campaign is a great way to raise awareness and help keep more cotton waste out of landfills.”

Customers can drop off their unwanted jeans at either of Veronica Beard’s stores in London. The collected denim will be processed through the Cotton Lives On program and repurposed into recycled cotton insulation used in mattresses. These mattresses are then donated to individuals facing homelessness.

Allison Aston, Senior Vice President of Community and Charitable Giving at Veronica Beard, said, “At Veronica Beard, we’re dedicated to making a difference, for the planet and in our communities. We’re proud to support the Cotton Lives On program in this UK campaign, turning old denim into quality mattresses for people in need.”

The Cotton Lives On program helps reduce landfill waste by giving old cotton garments a second life. The recycled cotton is used to create roll mats for people facing homelessness. So far, the UK program has collected around 8,000 kilograms of cotton and distributed more than 100 roll mats. Each mat is made using the equivalent of 45 cotton T-shirts. These mats are included in starter kits for those moving into hostels or settling into permanent housing.