Denim Deal: closing the loop in denim industry

It takes 8,000 litres of water to make one pair of jeans and the total emissions from the textile industry worldwide are more than all emissions from international air and sea transport together. Only a fraction of all discarded garments is re-used to make new products. It is about time that production of denim is made more sustainable. In the Denim Deal it has been agreed that jeans brands, such as Scotch & Soda, MUD Jeans and Kuyichi, will make three million jeans garments containing at least 20 per cent recycled textiles. Wieland Textiles is one of the signatories.

 There is a world to be gained in the textile industry when it comes to a smart and economical use of raw materials. The Denim Deal includes agreements for more re-use of post-consumer textiles in new denim garments. On October 29^th 2020, State Secretary Van Veldhoven (circular economy and environment), together with thirty players from the denim industry, has taken a major step towards a more sustainable textile industry. Van Veldhoven: “I think we should work towards a cleaner textile industry for a healthy future and our climate. When we change our demand here, it will have an effect on how sustainably companies in Turkey and China, for example, produce, and that will make us, as the Netherlands, no small player. What is so special about this Denim Deal is that, for the first time worldwide, all parties involved in the (denim) textile cycle – from brands, to collectors and weavers – are taking up the challenge for a cleaner wardrobe together”.

Imogen Nulty (Scotch & Soda), James Veenhoff (House of Denim) and Hans Bon (Wieland Textiles) – photo: Denim Deal

Closing the Loop in local denim industry

During the transition towards a circular textile chain, relevant players are mostly waiting for each other. The Denim Deal, part of the Green Deal Circular Denim gives all the parties certainty. The strength of this alliance lies in the fact that all parties involved in the making and processing of a denim garment will participate: from production companies, brands and retailers, but also collectors, sorters, cutters and weavers. All the signatories are initiating a change in the entire chain. Once that step has been taken, scaling up will be easier afterwards. That will make this Denim Deal a blueprint for making garments made from other materials more sustainable and paves the way towards a more sustainable textile industry.

Three million jeans containing at least 20 per cent recycled textiles

In the Denim Deal it has been agreed that major brands, such as Scotch & Soda, MUD Jeans and Kuyichi, together will make three million jeans garments containing at least 20 per cent recycled textiles. In addition, all parties have agreed that they will work together towards the standard of at least 5 per cent recycled textile in all denim garments as quickly as possible. The Denim Deal will run for three years as an alliance of international frontrunners in the denim industry. At the end of each year, a report will be made on the activities undertaken by the parties, the results achieved and the effect these have had on the achievement of their objectives.

Denim Deal Coalition Partners

The Denim Deal is an alliance of international frontrunners in the denim industry: