On March 27th, the Denim Deal officially launched its French chapter in the heart of Paris—marking a major milestone in our mission to scale circularity in denim across Europe.

Hosted at the elegant Atelier Néerlandais and supported by the Dutch Embassy, the event brought together nearly 40 key stakeholders from across the denim ecosystem. Attendees included retailers, premium and luxury brands, NGOs, and industry partners, all united by a shared goal: to accelerate the adoption of post-consumer recycled (POCR) cotton in the French market.

France already has a strong foundation for circularity through eco-regulations such as Extended Producer Responsibility (EPR), making it a strategic focus for the expansion of the Denim Deal. The Paris launch provided a platform for honest, constructive dialogue about the challenges and opportunities ahead.

Throughout the day, participants engaged in open conversations, shared diverse perspectives, and explored practical solutions to overcome barriers and build shared success. The tone was one of collaboration over competition—acknowledging that real change requires trust, transparency, and the willingness to work together across traditional boundaries.

This launch signals our deep commitment to driving impact not just globally, but regionally, adapting to local contexts and empowering local leadership.

As we look ahead, we’re excited to foster strong, cross-border partnerships between French stakeholders and Dutch authorities, building bridges that support innovation, knowledge-sharing, and circular transformation.

Together, we can make circular denim the new standard—in France and beyond.