WellThread jeans by Levis

Did you know that an estimated $100 billion worth of clothing materials are discarded each year, or 60 percent of all clothing produced, and it sends up in landfill or incinerators? This is a serious waste problem.

An innovative Swedish startup re:newcell have produced a product called Circulose which is made from 100% discarded cotton textiles. They’ve collaborated with Levi’s to make a line of sustainable jeans, made from Circulose and organic cotton, which reduces use of water, limits C02 emissions and limits chemical use usually required in the production process. Importantly, once the jeans are no longer worn they can go back into re:newcell’s recovery system to be re-used once again.

Many brands have been actively investigating embedding circularity into their production methodology, by recycling used or discarded clothing to make fibres for new garments.

Do you know of any other companies you are doing something similar? Comment below if there are other brands working towards circularity.