This April, the Denim Deal is proud to present a powerful booth at Kingpins Amsterdam, showcasing garments from the initiative’s brand and mill members. The display highlights the strength and diversity of the Denim Deal community—and the collaborative power behind scaling circular denim.

Featured brands include Tommy Hilfiger, Vingino, MUD Jeans, DAWN, Garcia, and Urban Outfitters. Together, they represent a broad spectrum of progress. From brands like DAWN, currently transitioning from pre- to post-consumer recycled cotton, to frontrunners like MUD Jeans, who already surpass the 20% POCR threshold—And all others working hard to scale POCR cotton in their denim collections. 

These brands are supported by leading Denim Deal mill partners, including Bossa, Sharabati, Realteks, Kipas, DNM, Maritas, Naveena, and Calik, who are instrumental in developing the high-quality fabrics that make this level of innovation possible.

“The Denim Deal is not just about individual achievement—it’s about the power of the collective,” said the program manager. “At Kingpins, we’re proud to shine a light on the brands and mills working together to transform the future of denim.”

The Denim Deal’s mission is to drive the production of 1 billion jeans with at least 20% post-consumer recycled cotton, a bold target that reflects our commitment to scale, impact, and shared progress. We’re proud of our members—and we’re calling on more brands to join us in shaping the next generation of denim.