Veronica Beard teams up with Cotton Lives On™ for denim recycling initiative
Veronica Beard, a name rapidly gaining traction in the American womenswear scene, has teamed up with the Cotton Lives On™ programme to launch a denim recycling initiative aimed at reducing textile waste and helping vulnerable communities in the UK. This initiative is a practical step towards sustainability, with a focus on both environmental impact and social responsibility.
From August 5 to 12, shoppers in London can drop off unwanted denim at Veronica Beard’s two boutiques on Bruton Street and Sloane Street. In return, participants will receive a 20% discount on a new pair of the brand’s denim. This approach combines a compelling retail incentive with a strong sustainability message, making it easier for customers to contribute to reducing textile waste.
The donated denim will be repurposed into recycled cotton insulation, specifically used in roll mats for people at risk of homelessness. This aligns with Cotton Lives On’s ongoing mission to divert cotton from landfills and extend the lifecycle of the material. Since launching in the UK in 2022, the programme has already collected around 8,000kg of cotton and produced over 100 roll mats, each made using the equivalent of 45 cotton T-shirts.
Andrea Samber, Director of Brand Partnerships for Cotton Incorporated, highlighted that this partnership presents a valuable opportunity to engage consumers and further reduce cotton waste. Veronica Beard’s SVP of Community and Charitable Giving, Allison Aston, emphasized the brand’s dedication to creating a positive impact, both environmentally and within the community.
Veronica Beard joins a growing list of UK-based brands collaborating with the Cotton Lives On initiative, including ME+EM, Whistles, The White Company, and Bianca Saunders. These partnerships reflect the fashion industry’s increasing focus on addressing its environmental footprint in practical ways.
