To help brands to make the right decisions, the Ellen McArthur Foundation has released practical guidelines, dubbed The Jeans Redesign Guidelines. They set out requirements on garment durability, traceability, recyclability as well as material health. Many brands have already signed up, chief among them Tommy Hilfiger, Reformation, C&A and the H&M Group.
From fast fashion labels to high end designers, a large array of brands is shifting towards circular denim – NU-IN, Unspun and Frame are all committed to a conscious production.
While Swedish brand Nudie encourages its consumers to return their old denim pieces, Armedangels wants an extended life cycle for all products. For its collections, the brand uses 20 percent of recycled organic cotton from its offcuts and second-choice fabrics, resulting in a zero-waste production.
At Antwerp-based denim brand HNST, the collections are 100 percent circular and they’ve just introduced their first non-denim piece – a T-shirt that’s developed with the same criteria in mind.
New materials are also entering the industry: brands Taifun and Samoon of Gerry Weber design and manufacture denim jeans that are made out of 39 percent of coffee yarns.
Finally, manufacturers are shifting gears, too. Offuel® is the first line of finishing agents for denim that’s made of renewable materials and weaving solutions manufacturer Itema has introduced its new iSaver device at Première Vision two weeks ago – it enables denim weavers to save up to 1000kg of cotton per loom per year.