Cotton Incorporated, the research and promotion company for cotton, celebrated ten years of their ‘Blue Jeans Go Green’ sustainability initiative at New York City, USA on 18th and 19th November 2016 with a pop-up experience including an art and style gallery and several collaborations with designers from apparel brands like DKNY, Juicy Couture, Vans, Urban Outfitters, Uber, Elizabeth Arden, and Patagonia, among others. The organisation tapped several US-based artists to create custom denim-focused artwork for the anniversary.
This pop-up experience will also act as a call out for consumers to bring in their used denim.
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Cotton Incorporated launched their Blue Jeans Go Green denim recycling program me to collect denim from consumers and upcycle it into ‘UltraTouch Denim Insulation’, a type of housing insulation that they then donate to ‘Habitat for Humanity’ to use in home building for low-income recipients. The organisation has currently partner with Saks Off Fifth, GUESS, J.Crew, Madewell, and GAP to provide discounts to consumers who bring in denim for the programme.
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Cotton Incorporated created the denim recycling programme in 2006 to create awareness for cotton sustainability. Since then, retailers, colleges, organizations and individuals have collected over one million pieces of denim and diverted over 600 tonnes of textile waste from landfills.