The Denim Deal today announces a strategic collaboration with Green Story to leverage the power of data and AI in building confidence, credibility, and momentum in scaling post-consumer recycled (POCR) cotton across the global denim value chain.
As support to the denim industry to move from pilot initiatives to scalable circularity, Green Story will serve as the strategic intelligence partner, providing the data foundation necessary for the Denim Deal’s upcoming annual report, scheduled for publication in Q4 2026. This collaboration marks a shift toward translating collective circular ambition into measurable, audit-ready outcomes that support both commercial decision-making and regulatory readiness.
Beyond impact measurement, the collaboration will address broader industry questions around data, transparency, and storytelling. A key focus will be on the role of Digital Product Passports (DPPs), exploring their untapped potential for consumer engagement, credible storytelling, and value chain transparency. In parallel, the partnership introduces a semi-autonomous circularity package designed to help brands overcome the common “bandwidth gap.” By combining Green Story’s AI-first platform with embedded expert support, the initiative provides a “bolt-on” sustainability function. This allows brands to conduct circularity assessments, identify operational gaps, and build credible roadmaps toward PCR cotton adoption without the need to hire large internal teams.
Moving beyond mere compliance, the partnership will explore how DPPs can drive B2C engagement and trust. By bringing robust, comparable data into Denim Deal collections, Green Story will enable brands to communicate the environmental performance of recycled materials with total transparency. By combining Denim Deal’s collective, value chain-driven approach with Green Story’s expertise in environmental impact data and analytics, this collaboration aims to strengthen trust in post-consumer recycled cotton solutions and accelerate their adoption at scale.
