This pilot aims to co-develop a clear and unified approach to branding, communication, and claims related to products that meet the Denim Deal requirements, with a specific focus on POCR (post-consumer recycled cotton) content. Rooted in the Denim Deal framework, the pilot will create communication guidelines aligned with evolving legislation (e.g., EU Green Claims Directive) and best practices in consumer engagement.

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The objective is to empower brands and mills to confidently and consistently communicate the value of their circular products while avoiding greenwashing risks. The pilot will address language, visuals, on-product labels, hangtags, digital content, and claim frameworks, offering a guided structure that can be widely adopted across the Denim Deal network.

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A working group will be set up in early May to begin this process. Denim Deal members interested in participating are encouraged to reach out.

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