Circular economy jeans hit the market

  • Leading denim brands have put circular economy jeans on the market as part of industry-wideeffort led by the Ellen MacArthur Foundation 
  • These new products have been designed to last longer, be easily recycled, and are made in waysthat are better for the environment and the health of garment workers 

Denim brands are celebrating the launch of the jeans created using circular economy guidelines developed by the Ellen MacArthur Foundation.  

Over recent weeks brands including Boyish, H&M, seventy + mochi, Triarchy and Weekday have launched products based on circular economy principles set out in the Jeans Redesign Guidelines. Dozens more, including GAP, Reformation, Lee, and Wrangler, are set to launch theirown products in the coming months. 

The industry-wide effort has been led by the Ellen MacArthur Foundation, an NGO created to develop and promote a circular economy – in which waste and pollution are designed out, materials and products are kept in use, and natural systems are regenerated. 

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. 

As part of the initiative, the 60+ participating brands, manufacturers and mills must report publiclyon their efforts. See the full list of participants and a report setting out their plans at

The Foundation said the Jeans Redesign was an important initial step, but it was important for brands to build on this work and increase the adoption of the principles, not just for jeans, but for other products.  

Make Fashion Circular lead Francois Souchet said: “To have so many brands, manufacturers, fabric mills, and others involved in the Jeans Redesign has been incredible. If we are goingto make fashion circular we need the whole system to be involved. This is just the start and there is much more to be done, but the Jeans Redesign has been about getting the industry moving and showing what is possible. It is exciting to be at the point where customers can nowbe a part of this journey, to help us create a fashion industry that thrives in the long term, andbenefits society and the environment.”

Watch and share the film, available here and across the Foundation’s social channels from the 20th October. 

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