It ain't fashion, if it ain't sustainable

Denim Deal

PRESS RELEASE / Announcement

10 April 2025

2 minutes

Launched on April 7th with the support of creative agency Superstories, the new Denim Deal website provides a solid foundation for the initiative’s global ambitions.

Denim Deal Launches New Website and Showcases Brand Power at Kingpins Amsterdam

Amsterdam, Netherlands: The Denim Deal, a global initiative accelerating the use of post-consumer recycled (POCR) cotton in denim, proudly marks two major moments this April: the launch of its brand-new website and a dynamic showcase of brand members at Kingpins Amsterdam.

A New Digital Home for Circular Acceleration: Launched on April 7th with the...

Going Circular / Denim Deal

30 June 2023

4 minutes

On 1 January 2023, in total 49 signatories, including eight brands and retailers, were committed to the Denim Deal with the aim to close the denim loop by promoting the use of high-grade post-consumer recycled cotton fibres (PCR-cotton) in new jeans and other denim garments.

Denim Deal Study Shows Share of 20% PCR-Cotton in Jeans is Growing

The Denim Deal Monitor 2022 says there is a positive development in the increase in application of post-consumer recycled cotton in denim garments and jeans, with 7 of the 8 participating brands and retailers aiming for higher targets than the 5%-PCR-content in the coming years.

Special Correspondent

PRESS RELEASE / Announcement

24 March 2023

2 minutes

The steering committee for the Denim Deal has announced that Haelixa, the Swiss standard in physical traceability, is approved as a new signature. The Denim Deal is an international collaboration of more than 50 private and public sector companies united in the commitment to produce denim more circularly.

Haelixa Added to the Denim Deal

Zürich, Switzerland: The steering committee for the Denim Deal has announced that Haelixa, the Swiss standard in physical traceability, is approved as a new signature. The Denim Deal is an international collaboration of more than 50 private and public sector companies united in the commitment to produce denim more circularly.

The Denim Deal aims to...