More brands join Jeans Redesign initiative

By

Barbara Santamaria

Published
Dec 3, 2019

More fashion brands and manufacturers have committed to responsible denim production by joining the Ellen MacArthur Foundation’s Jeans Redesign initiative.

Ateliers and Repairs, Guess, Bam Bamboo Clothing, Blue of a Kind, Fairblue Jeans, Frank and Oak and Outland Denim have become the latest brands to join the project, which launched in July this year.

Developed in line with a circular economy philosophy, Jeans Redesign sets a series of guidelines to help companies produce long-lasting jeans that can be easily recyclable and made in a way that is better for the environment and the health of garment workers.

Participants must meet guidelines such as ensuring jeans can withstand a minimum of 30 home laundries, and free of hazardous chemicals and conventional electroplating. Garments should also include labels with clear information on product care, be made with a minimum of 98% cellulose fibres and feature no metal rivets.

Additionally, the project has been expanded to welcome fabric mills, which will have to implement ZDHC (Zero Discharge Hazardous Chemicals) wastewater guidelines, including testing and reporting, and produce no more than 0.025 m3 of wastewater per yard.

Make Fashion Circular lead Francois Souchet said: “More companies joining the Jeans Redesign demonstrates the appetite in the industry for practical solutions that support the transition to a thriving fashion industry, where all our clothes are used for longer, are made from safe and renewable materials, and are made to be made again. 

“This kind of industry-wide shift needs companies from across fashion to work together. Fabric mills are vital to this transformation and we are excited to bring them on board as part of the Jeans Redesign.”