Impetus of Denim Circularity gains ground

Denim Circularity gains momentum in the industry

Rivet’s 2020 Denim Circularity reports delve into the global denim industry’s attempts to implement a circular structure during a global pandemic.

This occurs amid the arrival of 108 per cent more recycled denim between January and September 2020 in the U.S. and U.K combined – in comparison to 2019 – according to retail market intelligence site, Edited.

The ensuing popularity of sustainable fashion practices have permeated the textile and manufacturing industry, signalling a slow move away from fast fashion. 

Combined with the intensity of a global pandemic on the supply chain, circularity has gained ground in 2020. 

Ellen MacArthur Foundation’s Jeans Redesign guidelines to put circular jeans on the market have led to an industry-wide effort to produce jeans according to the specification. 

Over 60 preeminent brands, including manufacturers and fabric mills, have used innovative fibres to ensure a positive cycle of circularity, ultimately aiming to make the garments available on the market by May 2021.

Mud Jean has utilised a mechanically recycled denim and virgin organic cotton in its collections, whilst HNST’s jeans contain up to 56 per cent recycled denim, using cellulosic materials, scaling back on trims, and printing product information on inside pockets.

The Sustainable Development Goals (SDGs) organised by the United Nations provide guidance to the industry on conscious consumption and production, climate change and infrastructure innovation, whilst promoting fundamental human rights-related matters. 

A U.N. SDG promoting quality education is also integral in displaying the efficacy of circularity to top denim brands. 

It sheds light on the implications of a sustainable jean’s higher cost, which brands need to be more aware of, according to Camilla Skjønning Jørgensen, owner of Vero Moda and Jack & Jones.

“Consumers need accessible and clear communica­tion on the environmental benefits of recycled and circular compo­nents.

Today, most people outside the industry don’t know how important fibers actually are [from] a sus­tainability perspective.”

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