We have always believed that good denim is meant to last
No44 is a denim brand committed to quality, sustainability, and timeless style. Designed to suit every aspect of a woman’s life, its collections blend sharp cuts with relaxed silhouettes, ensuring the perfect fit for any occasion. Rooted in circular fashion and ethical sourcing, No44 crafts sustainable jeans that celebrate individuality and durability. More than just denim, its pieces serve as a foundation for self-expression, built with integrity and a dedication to a fully transparent and circular future.
With a strong commitment to sustainability, No44 goes beyond crafting durable denim—it also ensures that every pair has a future beyond its first wear. This vision comes to life through No44 Renew, an initiative dedicated to extending the lifespan of jeans through repair, restoration, and recycling. Rather than discarding worn jeans, the programme revitalises them—either through expert restoration or by transforming them into high-quality fibres in partnership with Re&Up. By reducing waste, conserving resources, and promoting a circular fashion model, No44 Renew is reshaping the industry’s approach to sustainability, proving that great denim is designed to last and be reborn. In an interview with Fibre2Fashion, Marketing Director Claudiu Petru Ciubotaru shares insights on No44 Renew, the brand’s commitment to circular fashion, the challenges and opportunities in sustainable denim, and how No44 is shaping the future of ethical and responsible fashion.
How have consumer preferences evolved in the fashion industry, particularly regarding sustainability and ethical production?
People are becoming more conscious of what they buy. They care about where and how things are made, and they expect brands to be transparent. They want brands to be upfront and intentional. It is no longer enough to say “this is eco-friendly”; there has to be real substance behind it. There is a shift towards quality over quantity. People would rather invest in something well-made that lasts, rather than keep replacing cheap items. That is a positive change, and something we fully support.
No44 Renew is redefining circular fashion. What inspired this initiative, and how does it align with No44’s broader sustainability goals?
No44 Renew started from a simple idea: denim should not be disposable. No44 was built on quality and longevity, so it made sense to take it further, giving jeans a second life instead of letting them go to waste. We recognised the growing demand for ethical fashion choices and wanted to create an initiative that not only reduces waste but also empowers our customers to make a difference. This aligns with our broader goals by promoting a circular economy, where each pair of jeans is part of a continuous cycle of use and renewal, reducing the need for new resources. No44 Renew fits naturally into our brand because we have always believed that good denim is meant to last.
How has the customer response been so far to the No44 Renew programme? What strategies are in place to encourage more participation?
The response has been great! People love the idea of trading in their old No44 jeans and seeing them come back in a new way. Many customers have told us it feels good to know their denim is not ending up in a landfill. To encourage more participation, we focus on making it easy and rewarding. The discount on their next purchase is an obvious incentive, but we also share before-and-after transformations, customer stories, and behind-the-scenes content to show the impact of their contribution. These efforts aim to build a community of conscious consumers who are excited to participate in the programme. The more people understand the impact, the more they want to be part of it.
How do you effectively communicate No44 Renew’s value proposition to consumers who may be unfamiliar with circular fashion?
We keep it simple. No jargon, no overcomplicated explanations, just a clear message: “Send us your old No44 jeans, get a discount, and we’ll give them a new life.” We also focus on making the experience feel personal. Instead of talking about sustainability in broad terms, we highlight the unique details of each revived pair. It is about making people feel like they are part of something creative and meaningful, not just a transaction. We make the concept relatable and appealing to those new to circular fashion.
Can you elaborate on the renewal techniques used, such as ozone washing and peppermint oil treatment? How do they enhance both sustainability and fabric quality?
Once jeans are sent back, we assess their condition and decide the best way to renew them. Our renewal techniques focus on minimising environmental impact while maintaining fabric integrity. Ozone washing uses less water and energy compared to traditional methods, effectively cleaning and refreshing the fabric. Peppermint oil treatment acts as a natural antimicrobial, extending the life of the jeans and ensuring they remain fresh and pleasant to wear. For jeans that need more care, we repair or add custom touches, keeping their unique character intact. Every step is about extending the life of the fabric without compromising quality.
How does No44 ensure the quality and appeal of resold jeans, and have you noticed any shifts in consumer behaviour regarding second-life fashion?
We treat every pair with the same attention to detail as our new collections. It is not just about fixing jeans; it is about elevating them. Whether it is through a subtle repair, a custom patch, or a new wash treatment, we make sure each jean feels special. The goal is to make every pair feel just as special as a new one. And yes, we have definitely seen a shift in consumer behaviour. People are starting to value uniqueness over mass production. They want products, in our case jeans, with character and a story.
How does your collaboration with Re&UP contribute to the circular economy, and what impact has it had on reducing denim waste?
Partnering with Re&UP allows us to recycle denim that cannot be renewed, ensuring that no material goes to waste. With Re&Up, old denim can be broken down and turned into next-generation fibres, making sure nothing goes to waste. It is a step towards true circularity, not just recycling, but rethinking how materials can have multiple lifecycles. Re&Up is helping us push No44 Renew even further. Not all jeans can be resold, and instead of throwing them away, we now have a way to transform them into something completely new.
What are the biggest challenges in implementing a circular fashion programme like No44 Renew, and how have you overcome them?
The biggest challenge has been shifting mindsets. People are used to thinking of new as better, so we had to show that ‘renewed’ can be just as desirable. We are trying to overcome this by focusing on education and transparency, creating clear, engaging content that explains our initiatives and their impact. Another challenge has been logistics. Coordinating returns, processing denim, and making sure the renewed jeans meet our quality standards takes time and resources, but we have refined our process to make it more efficient without compromising on the results. Seeing it all come together makes the effort worthwhile.
Many brands are embracing sustainable fashion. How does No44 differentiate itself from competitors in the eco-friendly denim space?
For us, it has never been about just ‘doing sustainability’ because it is trendy. No44 is about making denim that lasts, whether that means through better craftsmanship, renewability, or giving customers a reason to hold onto their jeans longer. We also avoid greenwashing. We do not throw out numbers just to sound impressive; we focus on showing, not telling. The way we renew denim is real, and the impact is visible in every pair we bring back to life. Our initiatives, like the No44 Renew programme, demonstrate our proactive approach to creating a circular fashion model that benefits both consumers and the environment.
All our partnerships are with trusted suppliers, well-known in the industry for their expertise and commitment to sustainability. We work with Re&Up, which specialises in transforming post-consumer denim into next-generation fibres, ensuring nothing goes to waste. Martelli Romania, part of Elleti Group, brings many years of expertise in advanced garment finishing, helping us renew denim at the highest quality standards. Additionally, ISKO, one of the leading denim fabric producers, supplies the premium textiles that make No44 jeans durable from the start. These partnerships reinforce our commitment to working only with industry leaders who share our vision for a more responsible future in denim.
What are the key challenges fashion brands face in authentically marketing sustainability without falling into greenwashing pitfalls?
The biggest challenge is making sure your actions match your words. Too many brands use sustainability as a buzzword without real impact. We do not exaggerate. We do not use vague claims. We show exactly what we do, how we do it, and why it matters. Customers are smart, they can tell when something feels forced. We would rather be honest about our process and continuously improve than make big promises we cannot keep. Clear communication and accountability are crucial to building trust and avoiding greenwashing.
How important is the integration of digital and physical retail experiences in today’s fashion marketing landscape?
Integration is vital, as it provides customer experience and enhances engagement. People want to shop on their own terms, whether online, in-store, or a mix of both. That is why storytelling is key across both spaces. Whether it is through digital campaigns, pop-ups, or in-store experiences, it is about making sure the customer journey feels seamless and engaging.
How are emerging technologies like AI, AR/VR, and blockchain influencing fashion marketing strategies, especially in sustainability storytelling?
Technology is helping brands become more transparent and interactive. AI can personalise the shopping experience, AR/VR can bring products to life in new ways, and blockchain could be a game-changer for tracking supply chains and proving authenticity. For sustainability, it is about using technology to show real impact—whether it is tracking a product’s lifecycle or making it easier for customers to engage with circular fashion. It is all about finding the right way to integrate technology without losing the human connection.
How has influencer marketing and user-generated content reshaped brand engagement in the fashion industry?
It has made fashion feel more personal. When people see someone they relate to wearing and talking about a product, it builds trust in a way that traditional advertising cannot. We love seeing customers share their No44 jeans. That kind of organic content is more powerful than any campaign a brand could create on their own.
How do you see No44 Renew influencing the broader fashion industry? Do you anticipate other brands adopting similar circular models?
We would like to think so. Circular fashion is becoming more of a conversation, and if we can show that it is not just possible but actually desirable, that could push others to rethink their approach. The more brands that move away from throwaway culture, the better. We also hope that No44 Renew proves that sustainability is possible at any level, not just for big brands with extensive resources. We are still a small brand at the beginning of our journey, but we have been able to build a circular model that works. If we can do it, so can others. Sustainability should not be a privilege of scale; it should be an industry-wide responsibility.
What’s next for No44 in terms of sustainability? Do you plan to expand No44 Renew or introduce similar initiatives for other apparel categories?
Right now, we are focused on making No44 Renew as strong as possible, getting more customers involved and refining our process. Expanding to other apparel categories could be interesting, but denim is what we do best. When we grow, it will always be in a way that stays true to our roots and keeps the focus on quality and longevity. One of the ways we are evolving within this space is through Patch & Play, which is the natural continuation of No44 Renew. It takes circular fashion a step further by letting customers use their own creativity to give their jeans a second life, right from the comfort of their home. We are actively working on bringing this project to life, and it will launch in the near future. It is something truly close to our hearts because it makes renewal more personal and interactive. It is about turning pre-loved jeans into something even more unique, whether through patches, embroidery, or creative alterations.
