Circular A2Z: Jeans Redesign project

The fashion industry has long been associated with waste, pollution, and fast consumption—here's an initiative project spearheaded by the Ellen MacArthur Foundation in 2019, " 𝑱𝒆𝒂𝒏𝒔 𝑹𝒆𝒅𝒆𝒔𝒊𝒈𝒏" set new standards for denim production, making it more sustainable and aligned with circular economy principles.


By collaborating with fashion brands, manufacturers, and supply chains, 𝑱𝒆𝒂𝒏𝒔 𝑹𝒆𝒅𝒆𝒔𝒊𝒈𝒏 is transforming the industry to reduce waste and build a more sustainable future.


👖 𝐃𝐞𝐬𝐢𝐠𝐧𝐞𝐝 𝐟𝐨𝐫 𝐋𝐨𝐧𝐠𝐞𝐯𝐢𝐭𝐲
𝑱𝒆𝒂𝒏𝒔 𝑹𝒆𝒅𝒆𝒔𝒊𝒈𝒏 promotes that denim is made to last, using high-quality materials and construction techniques that extend the lifespan of each pair.


👖 𝐑𝐞𝐜𝐲𝐜𝐥𝐚𝐛𝐥𝐞 & 𝐑𝐞𝐬𝐩𝐨𝐧𝐬𝐢𝐛𝐥𝐞 𝐌𝐚𝐭𝐞𝐫𝐢𝐚𝐥𝐬
Brands in the program commit to eliminating harmful chemicals, using organic and recyclable fabrics, and designing jeans that can be easily repurposed.


👖 𝐈𝐧𝐝𝐮𝐬𝐭𝐫𝐲-𝐖𝐢𝐝𝐞 𝐈𝐦𝐩𝐚𝐜𝐭
Major brands like Levi’s, Tommy Hilfiger, and H&M have adopted these guidelines, proving that circular fashion is both scalable and commercially viable.



📋 𝑲𝒆𝒚 𝑨𝒄𝒉𝒊𝒆𝒗𝒆𝒎𝒆𝒏𝒕𝒔 𝒇𝒓𝒐𝒎 𝒕𝒉𝒆 𝟐𝟎𝟐𝟑 𝑰𝒎𝒑𝒂𝒄𝒕 𝑹𝒆𝒑𝒐𝒓𝒕

Over 1.5 million pairs of redesigned jeans have been introduced to the market, tripling the numbers from previous years.

One in nine participating brands has revamped at least 40% of their denim collections to meet circular economy standards.

The initiative has successfully engaged over 100 brands, manufacturers, and mills, demonstrating that circular denim is both achievable and commercially viable.



♻️ Closing the Loop in Fashion

The vision behind 𝑱𝒆𝒂𝒏𝒔 𝑹𝒆𝒅𝒆𝒔𝒊𝒈𝒏 is simple yet powerful: instead of the traditional “take, make, waste” model, 𝒊𝒕 𝒑𝒓𝒐𝒎𝒐𝒕𝒆𝒔 𝒂 𝒄𝒊𝒓𝒄𝒖𝒍𝒂𝒓 𝒆𝒄𝒐𝒏𝒐𝒎𝒚 𝒘𝒉𝒆𝒓𝒆 𝒅𝒆𝒏𝒊𝒎 𝒊𝒔 𝒓𝒆𝒖𝒔𝒆𝒅, 𝒓𝒆𝒑𝒂𝒊𝒓𝒆𝒅, 𝒂𝒏𝒅 𝒓𝒆𝒄𝒚𝒄𝒍𝒆𝒅. By shifting to a regenerative system, fashion can drastically reduce its environmental footprint while still delivering high-quality, stylish products.



The impact of circular fashion goes beyond jeans—it’s about rethinking the entire industry. Since its launch, 𝑱𝒆𝒂𝒏𝒔 𝑹𝒆𝒅𝒆𝒔𝒊𝒈𝒏 has set an example for how brands can transition to circular practices by 𝒇𝒐𝒄𝒖𝒔𝒊𝒏𝒈 𝒐𝒏 𝒅𝒖𝒓𝒂𝒃𝒊𝒍𝒊𝒕𝒚, 𝒓𝒆𝒄𝒚𝒄𝒍𝒂𝒃𝒊𝒍𝒊𝒕𝒚, 𝒂𝒏𝒅 𝒓𝒆𝒔𝒑𝒐𝒏𝒔𝒊𝒃𝒍𝒆 𝒔𝒐𝒖𝒓𝒄𝒊𝒏𝒈.


Are you ready to be part of the circular fashion movement?

✔️ 𝑺𝒖𝒑𝒑𝒐𝒓𝒕 𝒃𝒓𝒂𝒏𝒅𝒔 𝒄𝒐𝒎𝒎𝒊𝒕𝒕𝒆𝒅 𝒕𝒐 𝒄𝒊𝒓𝒄𝒖𝒍𝒂𝒓𝒊𝒕𝒚.

✔️ 𝑪𝒉𝒐𝒐𝒔𝒆 𝒅𝒖𝒓𝒂𝒃𝒍𝒆, 𝒆𝒕𝒉𝒊𝒄𝒂𝒍𝒍𝒚 𝒎𝒂𝒅𝒆 𝒄𝒍𝒐𝒕𝒉𝒊𝒏𝒈.

✔️ 𝑹𝒆𝒑𝒂𝒊𝒓 𝒂𝒏𝒅 𝒓𝒆𝒄𝒚𝒄𝒍𝒆 𝒚𝒐𝒖𝒓 𝒅𝒆𝒏𝒊𝒎 𝒊𝒏𝒔𝒕𝒆𝒂𝒅 𝒐𝒇 𝒅𝒊𝒔𝒄𝒂𝒓𝒅𝒊𝒏𝒈 𝒊𝒕.

Let’s share ideas and inspire more action!