The denim industry is considered one of the most wasteful branches of fashion and the Ellen McArthur Foundation’s Jeans Redesign Project is working to promote circular economy.
The initiative has successfully helped the launch of various styles in the market and includes participation from various leading brands like H&M, Gap, Lee, Wrangler, Weekday, Triarchy and Reformation.
The Jeans Redesign Guidelines were formed with the help of over 80 denim experts to help brands create jeans that last longer, can be recycled and involve processes that are environmentally friendly as well as better for the health of garment factory workers.
Several brands are adhering to these guidelines and producing a product or several products. The likes of H&M, Mud Jeans, Outland Denim, Triarchy and Boyish have already launched such conscious items in the market and brands such as Lee, Wrangler, Urban Outfitters, Gap, Banana Republic and Reformation are on the path to releasing dozens more to shoppers by March 2021.
The Ellen McArthur Foundation built the initiative to instil the importance of circular economy in fashion and especially denim with the Jeans Redesign Project. It will serve as an “important initial step” in the promotion of sustainability and the Foundation hopes that brands will build on the principles to adopt additional practices for all kinds of garments produced.