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Denim Deal lays groundwork to achieve sustainability goals by 2023


The Denim Deal, officially known as the Dutch C-233 Green Deal on Circular Denim, is laying the groundwork for its mission to promote the use of high-grade post-consumer recycled cotton (PCR) by 2023.

. Using data from seven of its 38 signatories, including recyclers, producers, brands, retailers and public authorities, the group published a report that will serve as a baseline for achieving the Denim Deal’s goals.

Established in October 2020 in Amsterdam with 28 parties, the Denim Deal signatories committed themselves to the joint approach of working as quickly as possible toward a new industry standard at 5 percent PCR cotton used in the production of all denim garments. A public-private initiative, the Denim Deal was established by the Dutch Government, following the EU Green Deal and Circular Action Plan.

With December 2023 as the common target, brand and retailer signatories aim to achieve a minimum of 5 percent PCR content in their own denim collections; set and achieve higher goals for PCR content; and commit to “individual ambitions” designed to meet the joint goal of using 20 percent PCR cotton in 3 million pairs of jeans.

Signatories include local companies like PVH Europe, Scotch & Soda and Kings of Indigo, as well as Calik Denim, Ereks and Recover from the supply chain.


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