![]() ![]() Originally, denim was used in the States to make working clothes, so it had to be strong. “This alliance can have an enormous impact, because if we are able to make circular jeans, there is no reason not to do the same with other post-consumer textiles. Van Veldhoven has used the popularity of denim garments in a smart way by joining forces with James Veenhoff, founder of House of Denim – a platform that aims to build an international network for industry-wide collaboration on standards, projects and resources for a more sustainable denim industry – and he Metropolitan Regio of Amsterdam to show the sector that the Denim Deal can function as a catalyst for a more sustainable textile industry,” he explains. “We all wear jeans and that makes it very recognizable for consumers. The decision to make a start with denim garments is no coincidence, stresses Bon. The Denim Deal is the reflection of those ambitions and sends a clear message to the textiles industry.”įrom left to right: Imogen Nulty (Scotch and Soda), James Veenhoff (House of Denim) en Hans Bon (Wieland Textiles) – foto: ©Denim Dealįrom a poor man’s trousers to popular fashion item In the Green Deal Circular Denim, Van Veldhoven has stipulated that in 2025, every garment should contain at least 25 per cent recycled textiles. Bon: “After twelve years of hard work with the optimization of our Fibersort technology, the transition is gaining momentum, because the government is urging producers to act. ![]() State Secretary Van Veldhoven (circular economy and environment), is working towards a circular economy in 2050, in which (textile) waste will no longer exist. The Dutch authorities want to make a major step towards to a more sustainable textile industry and, as a consequence, the jeans brands are becoming more and more aware of the urgency of this transition. Bon has lobbied for years to make this happen. Director Hans Bon is happy with the fact that all relevant players in the chain – jeans brands, collectors, sorters and weaving companies – join forces for the first time and are taking up the challenge for a cleaner wardrobe together. A crucial link in this textile chain is Wieland Textiles, which has the capacity to sort over nine million kilo of garments out of the containers from companies, such as HVC and Leger des Heils ReShare. In order to realize this, post-consumer textiles will be cut into pieces and ripped apart into cotton fibers, of which companies in Turkey will spin new yarns, to be re-used for the production of new circular jeans. ![]() In the Autumn of 2020, popular jeans brands from Amsterdam promised to make much more jeans garments containing recycled textile waste. If we are able to make circular jeans, there is no reason not to do the same with other post-consumer textiles,” states Hans Bon, Director of Wieland.ĭiscarded clothes as raw materials for new jeans. “ This alliance can have an enormous impact. Together with more than thirty players, Wieland Textiles is one of signatories of this deal. If travelling abroad from Scotland check travel advice for the country you are going to.Major jeans brands from Amsterdam, such as Kings of Indigo, Scotch & Soda, Kuyichi and MUD, signed the Denim Deal in October 2020 and agreed to make three million jeans garments containing at least 20 per cent recycled textiles in the upcoming three years.
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