Green Deal Circular Denim

Setting up an International Collaboration towards ‘Closing the Loop' as the New Denim Industry Standard.
Green Deal Circular Denim
best practice

Denim Deal

Signatories commit to International Collaboration towards ‘Closing the Loop’ with new Solutions to make Post-Consumer Recycling of Textiles (PCR) the New Denim Industry Standard.

Launching of the Denim Deal

It takes 8000 litres of water to make one pair of jeans, and the total emissions from the textile industry worldwide are more than all the emissions from international air and sea transport put together. There is a world to be gained in the textile industry when it comes to smart and economical use of raw materials. Today, State Secretary Van Veldhoven (circular economy and environment), together with 30 parties from the denim industry, is taking a next sustainable step for a cleaner textile industry. She is writing this today to the Lower House  of Parliament. The Denim Deal includes concrete agreements  for more reuse of old denim garments.  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 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 brand, to collector and weavers - are taking up the challenge for a cleaner wardrobe together'.

About the Denim Deal

In the Denim Deal it has been agreed that brands such as Scotch & Soda, MUD Jeans and Kuyichi together make three million jeans garments containing at least 20% recycled textiles. In addition, all parties have agreed that they will work together towards the standard of at least 5% recycled textile in all denim garments as quickly as possible. State Secretary Van Veldhoven: ‘The strength of this Denim Deal 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. We 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. 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 the objective.

Circular Economy 2050

In the Netherlands we are working towards a circular economy in which (textile) waste will no longer exist. If we re-use all our 'waste' in new products, it will save C02 and prevent environmental pollution. In addition to denim, the State Secretary is therefore working with the entire textile chain on extensive producer responsibility for textiles, which means that the producer is responsible for taking and processing the product after use. In this way, it should become easy and a habit for consumers to hand in worn-out jeans and jumpers in order to produce new ones. Only in this way can we together ensure much less discarded material, more re-use and less waste.

Denim Deal Coalition Partners

The Denim Deal will run for three years as an alliance of international frontrunners in the denim industry: Ministerie van Infrastructuur en Waterstaat, ministerie van Economische Zaken en Klimaat, gemeente Amsterdam, gemeente Zaanstad, Metropoolregio Amsterdam , Circulus-Berkel, Midwaste, Rd4, Leger des Heils ReShare, Sympany, Smart Fibersort, Wieland Textiles, Wolkat Products, Bossa, Çalık Denim Tekstil, Ereks Konf., Gama Recycled, Orta Anadolu, Brightloops, Kings Of Indigo, Kuyichi, MUD Jeans, Scotch & Soda, Amsterdam Economic Board, House of Denim, Modint, Nederlands Normalisatie Instituut (NEN), Retail Experts.

Look here for the official Denim Deal text

Interested? Please email the coordinator Roosmarie Ruigrok at

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