Denim deal, also known as the Dutch C-233 Green Deal on Circular Denim. An agreement between the mill, the manufacturer, the brand, and the city of Amsterdam began in 2020 to increase the use of recycled materials. By the end of 2023, they have doubled the target by supplying 6.5 million pairs. After that, the deal came back in 2024 in a new form called Denim Deal 2.0. However, the denim deal 2.0 in 2024 continues to grow from the past.
The first plan to set global recycling hubs as the Denim Agreement targets is to create a European hub to connect the dots between different markets and sourcing and supply chains.1 billion pairs of jeans: Denim Deal 2.0 aims to produce 1 billion pairs of jeans using PCR (post-consumer recycled) materials. Despite the initial challenge of getting brands on board, participants surpassed the goal of producing at least 3 million pairs of jeans with a minimum of 20 percent post-consumer recycled (PCR) content.
Established global centers are Germany, France, Turkey, Tunisia, Egypt, Asia, North America, and South America. Organizers are also focusing on France, where producers are particularly well-rounded, as well as Turkey, Tunisia, and Egypt. Ultimately, Prophet says the goal is to recreate centers in Asia, North America, and South America. “For example, Brazil has large denim production sites with large mills, but a large population consumes jeans,” he said. “We can build the same ecosystem with stakeholders there with the same goals and objectives.
Denim Deal contributor Nicolas Prophet, former VP of PVH’s Denim Center in Amsterdam, Besim Ojek, Bossa’s director of strategy and business development, and Romain Narci, Erek’s partner and Rematters founder, have already discussed the new plan at BlueZone in Munich. But maintaining the right pace of a private and public collaborative platform like the January 23-24 Denim Deal is not easy. Even if they share a vision, Profet says stakeholders perform tasks in different cycles. However, he said then that lessons learned during the original three-year deal informed a scalable blueprint that the denim deal could “plug and play” elsewhere to help other countries close the loop. “There are many barriers and there are challenges, whether they are technical or trade barriers. There is light at the end of the tunnel and we deliver results,” Narcy said. Denim Deal 2.0 expansion plans to begin in Germany,
A European hub will be created to connect different markets and supply chains. Because Europe is now the largest denim market. Developing new technological solutions to utilize and improve PCR materials. Working with governments to support circular economy policies. To increase awareness about sustainable denim among consumers. Reducing the use of water, energy, and chemicals will help reduce environmental impact. This will create new markets and employment opportunities. Sustainable clothing will help in the development of the industry.
The use of PCR materials requires new technological solutions. Need to develop circular business models. Government action is needed to support circular economy policies. Denim Deal 2.0 is an important step in the development of a sustainable denim industry. If this initiative is successful, it will provide significant benefits to the environment, economy, and society.
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