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Denim Deal, the industry-leading initiative committed to driving circularity in denim established in Amsterdam in 2020, is expanding its reach in Europe.
The public and private organization is launching in France, an initiative that targets all players across the French textile supply chain including brands, collection agencies, recyclers and weavers. Denim Deal France aims to promote the integration of post-consumer recycled cotton, strengthen traceability and encourage more responsible production practices across the French supply chain.
Denim Deal will kick off the effort on March 27 with an event at The Netherlands Embassy in Paris. The event will review Denim Deal’s goals, the advantages of joining the collective, testimonials from participants and conversations with industry experts.
The event will also highlight the environmental benefits of building circularity into manufacturing processes and how circularity can be achieved without sacrificing durability and quality.
“France is a strategic market for our collaborative platform, building on our success in the Netherlands. With its dynamic denim industry and diverse range of retailers and brands, France presents a unique opportunity for growth. Additionally, the country is at the forefront of Extended Producer Responsibility (EPR) and EU regulations, making it an ideal environment for us to explore and address the operational implications of these regulations with our partners in the industry,” Nicolas Prophte, Denim Deal board member, told SJ Denim.
Originally known as the Dutch C-233 Green Deal on Circular Denim, Denim Deal was a pact made between mills, manufacturers, brands and the city of Amsterdam in 2020 to increase the industry’s use of recycled content. It ended in 2023 exceeding its goal of producing 3 million pairs of jeans with at least 20 percent post-consumer recycled content.
The initiative has evolved, driven by a renewed strategy that involves establishing key regional hubs. With a new goal to produce 1 billion pairs of jeans containing at least 20 percent PCR by 2030, Denim Deal is focused on growing brand memberships, as they’re in the driver seat to achieve its goal.
“We are confident that our expansion strategy, starting with France and extending to Germany, will create a resilient platform in Europe. Together, we can tackle significant challenges related to circular business models and compliance with EU regulations while simultaneously offering consumers a desirable pair of jeans,” Prophte said.
In September, the organization released its first list of members (mostly denim mills) since spinning off from the Dutch framework. It also unveiled a collection of Denim Deal approved fabrics that contain a minimum of 20 percent PCR cotton and adhere to the group’s guidelines for quality and durability.
