AMSTERDAM, NETHERLANDS: The Denim Deal on Thursday announces a strategic collaboration with Green Story to leverage the power of data and AI in building confidence, credibility, and momentum in scaling post-consumer recycled (POCR) cotton across the global denim value chain.
As support to the denim industry to move from pilot initiatives to scalable circularity, Green Story will serve as the strategic intelligence partner, providing the data foundation necessary for the Denim Deal’s upcoming annual report, scheduled for publication in Q4 2026. This collaboration marks a shift toward translating collective circular ambition into measurable, audit-ready outcomes that support both commercial decision-making and regulatory readiness.
Beyond impact measurement, the collaboration will address broader industry questions around data, transparency, and storytelling. A key focus will be on the role of Digital Product Passports (DPPs), exploring their untapped potential for consumer engagement, credible storytelling, and value chain transparency. In parallel, the partnership introduces a semi-autonomous circularity package designed to help brands overcome the common "bandwidth gap." By combining Green Story’s AI-first platform with embedded expert support, the initiative provides a "bolt-on" sustainability function. This allows brands to conduct circularity assessments, identify operational gaps, and build credible roadmaps toward PCR cotton adoption without the need to hire large internal teams.
Moving beyond mere compliance, the partnership will explore how DPPs can drive B2C engagement and trust. By bringing robust, comparable data into Denim Deal collections, Green Story will enable brands to communicate the environmental performance of recycled materials with total transparency. By combining Denim Deal’s collective, value chain-driven approach with Green Story’s expertise in environmental impact data and analytics, this collaboration aims to strengthen trust in post-consumer recycled cotton solutions and accelerate their adoption at scale.
ABOUT THE DENIM DEAL: The Denim Deal is a global initiative bringing together brands, manufacturers, recyclers, and innovators to scale the use of post-consumer recycled cotton in denim. Through collective action, technical alignment, and data-driven insights, the Denim Deal supports the industry in building resilience, meeting regulatory requirements, and advancing circularity in denim.
ABOUT GREEN STORY: Green Story is an AI-first sustainability platform that helps brands and suppliers turn sustainability from a burden into a built-in capability. By combining an intelligent, automation-driven platform with embedded sustainability expertise, Green Story provides a semi-autonomous solution that handles product impact measurement, supplier engagement, regulatory readiness, and Ecodesign end-to-end. Designed for speed, simplicity, and real-world execution, Green Story enables growing brands to meet customer and regulatory expectations with confidence, without hiring large teams or deploying complex enterprise systems.
