Started in 2006 by Cotton Incorporated, to reduce the environmental impact of dumping of denims, the Blue Jeans Go Green™ denim recycling drive was joined by the 269 stores of the American fashion retailer, J.Crew in August, 2014. Having decided to extend its participation in the denim drive, J.Crew will host it until December 31, 2014. During the campaign, the customers are expected to bring pairs of old jeans to the company’s stores which will then be recycled into UltraTouch™ Denim Insulation as part of the Blue Jeans Go Green™ program. The program has successfully diverted over 600 tons of waste from landfills since its inception.
