Several styles created as part of the Ellen MacArthur Foundation’s
Jeans Redesign Project have hit the market. The initiative, which
promotes a circular economy within the denim industry, includes
numerous leading brands including H&M, Gap, Lee, Wrangler, Triarchy,
Weekday and Reformation.
The Foundation created the Jeans Redesign Guidelines with the help
of over 80 denim experts, to help brands develop jeans that last
longer, can be recycled and are created in ways that are better for
the environment and the health of garment workers. The brands that
have signed onto the initiative committed to creating a product or
multiple products in adherence to the Jeans Redesign Guidelines.
H&M, Boyish, Mud Jeans, Outland Denim, Seventy+Mochi, Triarchy and
Weekday have recently launched products under the Guidelines, and
dozens more are set to launch products between now and May 2021. These
brands include Banana Republic, DL1961, Frame, Gap, Reformation, Lee,
Wrangler and Urban Outfitters.
The Ellen MacArthur Foundation sees the Jeans Redesign Project as
an ” important initial step” towards a circular fashion economy,
according to a press statement. The Foundation encourages brands to
build on this work to increase the adoptions of the principles of the
project for jeans and other apparel products.
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Image: Ellen MacArthur Foundation