Building an industry we can be proud of
The Denim Deal is a groundbreaking global initiative uniting brands, manufacturers, recyclers, and policymakers to transform the denim industry. Our mission is as simple as bold: close the loop in denim and scale the use of post-consumer cotton in denim. To back this mission we have a moonshot goal to catalyze the production of 1 billion pairs of jeans containing at least 20% post-consumer recycled (POCR) cotton by 2030. The Denim Deal sets a new standard for circularity and resilience in denim production.
Participation in the Denim Deal offers industry partners benefits that translate into competitive advantages. Wherever you are in your circularity journey, partnership equips you with the tools, expertise, and connections needed to succeed. Partners gain access to expert guidance, collaborative opportunities in a pre-competitive space, and alignment with evolving legislation. By tackling key challenges—such as reverse supply chain optimization, quality standards, communications and traceability—the initiative ensures tangible, transformative progress for its partners. Employees of partners get access to all the knowledge resources in the Denim Deal online platform.
Through its regional hubs across EMEA, North America, Latin America, Sub-India, and APAC, the Denim Deal empowers local ecosystems to close the loop in denim. Together, we are building a sustainable future, weaving innovation, circularity, and resilience into the fabric of the global denim industry.
Where we came from
We surpassed our 3 million target 4 times over
The Denim Deal began as a bold experiment in the Netherlands with the Dutch Denim Deal (2020–2023), a public-private initiative, funded by the Dutch government. This initiative was the first of its kind to promote large-scale adoption of post-consumer recycled (POCR) cotton in denim production and united value chain partners to close the loop in denim.
This pioneering collaboration debunked myths about the quality of jeans made with POCR cotton, built confidence in the use of POCR cotton, and fostered innovation in circular design and manufacturing. The initiative also laid the groundwork for essential technical guidelines to streamline reverse supply chains, making it easier for stakeholders to adopt and scale circular practices.
Building on this success, the Denim Deal has now expanded into a global initiative. Its mission remains the same: to drive collaboration and innovation across the denim value chain, while working with both governmental and private organizations, to create a truly circular industry. What started as a national experiment has grown into a global movement, inspiring stakeholders worldwide to rethink and reshape the denim industry for a sustainable future.
Our target
The Dutch Denim Deal set an ambitious target: producing 3 million pairs of jeans with at least 20% POCR cotton. By bringing together 54 partners—including brands, manufacturers, mills, recyclers, sorters, collectors, NGOs, and government representatives—the initiative not only met its goal but exceeded it fourfold, achieving over 12 million jeans with 20% POCR content.
Global Network Section
The Denim Deal is a powerful global network that brings together the entire denim value chain. From brands and mills to recyclers, manufacturers, and policymakers, every stakeholder plays a vital role in driving circularity at scale.
What makes this network unique is its focus on active collaboration. By fostering connections and creating a pre-competitive space, the Denim Deal enables partners to share knowledge, tackle challenges, and innovate together. This collective effort ensures that no single organization is working in isolation; instead, the entire industry moves forward as one.
With regional hubs in EMEA, North America, Latin America, Sub-India, and APAC, the Denim Deal adapts to local contexts while contributing to a unified global goal: creating 1 billion pairs of jeans with at least 20% post-consumer recycled (PCOR) cotton by 2030.
Ambitious Goals and Achievements
The Denim Deal’s bold goal is to produce 1 billion pairs of jeans with at least 20% post-consumer recycled (POCR) cotton by 2030. unites the entire denim value chain to embed circularity at scale.
Collaboration, education, exchanging information and action-driven pilots are the pillars of this holistic effort to drive innovation, close knowledge gaps and tackle challenges like feedstock availability, reverse supply chain optimization, and quality assurance. These practical initiatives drive knowledge and deliver scalable solutions for members.
Unlike traditional approaches, the Denim Deal engages all stakeholders—brands, mills, recyclers, and manufacturers—to set their own targets, collectively contributing to the 1 billion goal. This strategy ensures progress across the entire value chain while equipping members with tools, insights, and a powerful network to succeed.
Together, we rethink and realize a sustainable future for denim.
The denim deal value in today’s reality
The Denim Deal addresses today's industry challenges head-on by offering practical solutions. It provides a pathway to tackle waste, fosters meaningful connections across the value chain, builds resilience by working with evolving legislation, and equips members with the tools to confidently make genuine and substantiated claims. Together, we’re transforming these challenges into opportunities for a sustainable future.
Community Power
Collaborate and achieve more together. The Denim Deal connects members across the value chain to share knowledge, solve challenges, and scale circular solutions. Be part of a united community driving what no single organization can achieve alone.
Access to Expertise
Empower your teams with access to specialized seminars, workshops, and action-driven pilots. Learn from experts and gain practical insights to tackle topics like circularity, quality standards, and legislative alignment.
Truthful Claims
Confidently share your progress. The Denim Deal helps you make substantiated, credible claims about your use of POCR cotton, boosting customer loyalty and reducing the risk of greenwashing.
Business Resilience
Future-proof your business by weaving resilience into your operations. Optimize sourcing strategies, reduce dependency on virgin materials, and stay ahead of regulatory requirements.
Leadership & Exposure
Gain visibility as a leader in circularity. Showcase your efforts on an international stage through our website, events, and social media channels, and earn recognition through unique awards and honors.
Influence
Shape the future of the denim industry. Join a collective voice that drives alignment and influences key discussions on circularity and legislation, ensuring a sustainable path forward.
Denim Deal steerco
The Steering Committee provides strategic direction and oversight to ensure the Denim Deal stays aligned with its mission and goals. Comprising key industry leaders and experts from across the denim value chain, the committee guides the initiative’s growth, impact, and global collaboration.
Nicolas Prophte
Steering Commitee Board
Romain Narcy
Steering Committee Board
Laura Vicaria
Program Manager
Julien Baart
Steering Committee Board
Ebru Debbag
Steering Committee Board
Max Gilgenmann
Germany Hub Leader
Stephane Popescu
France Hub Leader
Richard Tobin
NA Hub Leader
Become a partner
Join a network of denim industry leaders committed to scaling circularity. Gain access to collaboration opportunities, industry expertise and the tools to drive real change.
Become a member
Join a network of denim industry leaders committed to scaling circularity. Gain access to collaboration opportunities, industry expertise and the tools to drive real change.
