The Denim Deal initiative partnered with Dutch cleantech company The Movement for its blockchain traceability solution Aware.
The Denim industry faces some serious environmental challenges. It is estimated that 8,000 liters of water are used to produce a pair of jeans and that only 63% of production worldwide ends up being sold. In addition, only .1% of discarded material is reused in high quality applications.
The Denim Deal is attempting to address the issue by promoting a circular economy in the denim industry. The aim is to get members from all across the value chain to work towards the use of recycled textile in all denim products as a new standard in the Dutch market. Denim Deal members include government departments, recycling firms and well known brands. Together they set the goal of incorporating at least 5% of recycled material into every pair of jeans produced within the Denim Deal’s network.
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