Building on its success in the Netherlands, the Denim Deal is set to expand. The initiative began with collaboration between 30 brands, industry organizations, Amsterdam’s municipal government, and the Dutch Ministry of Infrastructure and Water Management, all working together to make the denim textile chain more sustainable.
The collaboration resulted in a formal agreement in 2020, with key objectives including boosting the use of post-consumer recycled cotton, improving traceability, and promoting sustainable production practices.
The Netherlands Embassy in Paris will host the inaugural Denim Deal France event on 27 March 2025. This event offers a valuable opportunity to engage key stakeholders, including brands, sorting and collection agencies, recycling companies, weaving firms, and other essential players in the supply chain.
The launch event of Denim Deal France will focus on several key points including:
• The ambitions and commitments underlying the Denim Deal
• The advantages of joining the initiative and the prerequisites for participation
• Testimonials from participants in the Dutch Denim Deal
• Discussions with industry experts and leading figures
Denim, an enduring representation of fashion, now faces a significant challenge: minimising its environmental footprint and fully embracing a circular model. The Denim Deal is committed to establishing a genuinely circular supply chain both within Europe and globally. It aims to produce over one billion jeans under this model by 2030.
To reach this milestone, the programme focuses on tangible commitments such as encouraging the integration of recycled cotton in new jeans manufacturing and enhancing product lifecycle traceability, minimising denim’s environmental impact throughout its production process.
It also seeks to prolong product lifespan to foster sustainable fashion. Entities participating in the Denim Deal will have access to expert guidance on textile recycling, traceability, eco-design and to exclusive materials, webinars, and best practices. They will also benefit from a network of dedicated members for sharing opportunities and innovations.
In addition, participants will gain from heightened visibility among consumers and business partners as well as a proactive stance on regulatory developments through collective strength.
