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REDESIGNING DENIM FOR THE FUTURE - Ellen MacArthur Foundation


Here on JAG Real Talk, we’ve been discussing the ways that fast fashion is so harmful to the environment and different ways consumers can shop to prevent further damage. But in what ways are brands taking action to move towards a circular economy and more sustainable way of producing fashion?


That's where the @ellenmacarthurfoundation comes in. They are a UK registered charity which aims to inspire a generation to re-think, re-design & build a positive future through the framework of a circular economy.


In early 2019 the foundation brought together industry experts to develop guidelines for producing denim in a way that is less harmful to the environment. The Guidelines are divided into four areas: durability, material health, recyclability, and traceability.


The Jeans Redesign will employ the principles of a circular economy to ensure positive impacts for the environment, society, and the health of those people working in its industry.


Over fifty leading brands (including @gap, @hm, @Guess, and @Lee), manufacturers, and fabric mills are using the Guidelines to make jeans that will be available on the market by Autumn 2020.


It will be exciting to see the first pairs of newly designed jeans on the market in the next few months!


Contact our team for a free consultation, and let’s get started.

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