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 support of creative agency Superstories, the new Denim Deal website provides a solid foundation for the initiative’s global ambitions. It serves as the central hub for sharing impact, progress, and developments with the public—while also offering an exclusive members-only section.
This private portal is designed to empower Denim Deal members with access to webinars, workshops, pilot projects, research, and curated reports—all focused on scaling circularity and supporting members on their journey.
Brand Power on Display at Kingpins Amsterdam: At this month’s Kingpins Amsterdam, the Denim Deal is proud to present a bold booth showcasing garments from its brand and mill members—demonstrating the diversity and strength of this growing global coalition.
Featured brands include Tommy Hilfiger, Vingino, MUD Jeans, DAWN Denim, Garcia, and Urban Outfitters—each at different stages in their circular journey. From DAWN, which is currently transitioning from pre- to post-consumer recycled cotton, to pioneers like MUD Jeans, who consistently exceed the 20 % POCR threshold, and all others working hard to scale POCR cotton in their collection. This showcase represents the spectrum of progress and the power of collective action.
These brands work hand-in-hand with Denim Deal’s mill partners including Bossa, Sharabati, Realteks, Kipas, DNM, Maritas, Naveena, and Calik—each playing a vital role in making post-consumer cotton the new industry standard.
Power in Collective Action This diverse showcase embodies the Denim Deal’s mission: to drive systemic change through scale. By aiming for the production of 1 billion jeans with at least 20% postconsumer recycled cotton, the initiative aims to catalyze collaboration that delivers real industry impact.
At the same time, Denim Deal supports its members every step of the way—offering guidance on quality, durability, circular design, and navigating complex legislation.
Join the Movement: As the denim industry faces growing environmental and regulatory pressures, the Denim Deal offers a powerful platform for brands and value chain partners ready to take action. We’re proud of our members and invite others to join us in shaping the future of denim.
