PVH Europe signs Dutch Denim Deal
Amsterdam-based PVH Europe, home to Tommy Hilfiger’s global headquarters and Calvin Klein Europe, recently signed the Dutch government’s Denim Deal, described as a public-private initiative organised in response to the EU Green Deal and Circular Action Plan.
PVH stated that it would serve on the steering committee alongside 38 other signatories. It particularly aims to help make recycling fibre the “new norm” through collectively setting up a “reverse supply chain” for recycled cotton.
The company will focus its support on increasing the supply of high-grade recycled cotton from the Netherlands, specifically, via unspecified strategic partnerships.
Vice president of sourcing, production and innovation for denim at Tommy Hilfiger, Nicolas Prophte, commented: “Signing the Denim Deal is a huge milestone for PVH Europe and for the entire denim industry. It marks our ongoing commitment to not only accelerating our own work, but for creating change across the whole industry.”
Dutch environment minister, Stientje van Veldhoven, added that the strength of the deal lies in the participation of the whole denim supply chain, “from production companies, brands and retailers to collectors, sorters, cutters and weavers”.
The main objective of the circularity-focused deal is to work towards closing the denim “loop” through signatories together producing at total three million denim articles with a minimum of 20% post-consumer recycled cotton fibre content by end 2023. Each brand involved must incorporate at least 5% post-consumer recycled cotton by weight across its denim collections, a press release said.
Other brands including Scotch & Soda, Kings of Indigo and Mud Jeans have also made their support of the deal official.
Image: Jason Leung via Unsplash.
