Denim Deal – Closing the Loop in Sustainable Denim

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studio MM04 played an integral role in the Denim Deal, a groundbreaking public-private collaboration aiming to increase post-consumer recycled (PCR) cotton usage in denim production. Initiated by the Dutch government, this project involved brands, manufacturers, recyclers, and NGOs, all working together to establish sustainable practices across the denim supply chain. From 2020 to 2023, the project exceeded its target by producing over 12 million denim pieces containing at least 20% PCR cotton.

Through workshops, pilot programs, and knowledge sharing, the Denim Deal fostered a new standard in denim sustainability, proving the feasibility and impact of large-scale circular practices. Now evolving into Denim Deal 2.0, the initiative is expanding globally with regional hubs and an ambitious goal to create 1 billion sustainable denim pieces by 2030.

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