Romania's No44 aims to reduce textile waste by transforming old jeans

22 Sep '22

2 min read

Pic: No44

Romania-based No44 has announced a new project that transforms pre-loved jeans into new jeans, thus doing its part in ‘closing the circle’ on cotton sustainability. The company offers 20 per cent off a brand-new No44 pair of jeans, and reward points via its loyalty programme, that can be used for a future purchase to customers who send in their used jeans.

In collaboration with ISKO denim, using its R-TWO programme, the old garments will be transformed into new jeans constructed from a blend of post-consumer and post-industrial waste, according to a press release by No44.

“We are making sure that the No44 jean will be with you for years. Our jeans are meant to be worn a lot. When we started No44, prolonging the life of a garment was the first step we took towards sustainability. Sustainability is the future, and we are ready to take the lead and commit to a meaningful change,” said Claudiu Ciubotaru, marketing manager of No44.

No44 aims to connect with consumers in a new way, by creating more value for existing products. The heart of this project is people's commitment to giving their pre-loved jeans a second life. Everyone can be part of the project and get involved by sending their used jeans (any brand, style, cut, or colour), added the release.

No44's new project, Rethinking Denim, follows the footsteps of fashion brands that try to keep their products out of landfills. The brand focuses on using recycled fabrics and sustainable production processes to make quality products that last for more than one season.

Fibre2Fashion News Desk (NB)

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