"JEANS REDESIGN" JEANS HIT THE MARKET!

We’re proud to be one of the sixty leading brands, manufacturers, and fabric mills using the Ellen MacArthur Foundation's Jeans Redesign Guidelines to produce circular jeans that will be available on the market by May 2021.⁣


The Foundation worked with more than 80 denim experts to develop the Jeans Redesign Guidelines. The guidelines are based on the principles of the circular economy and work to ensure the jeans last longer, can be easily recycled, and are made in ways that are better for the environment and the health of garment workers. The guidelines establish minimum requirements for durability, material health, recyclability, and traceability.


A mini-documentary that tells the story of the Jeans Redesign has been released online, featuring Kelly Slater, Marina Testino, Thania Peck, brands Tommy Hilfiger and Weekday, and manufacturer Hirdaramani.