JCPenney looks to learn through Jeans Redesign participation
United States-based retailer JCPenney (JCP) recently announced its participation in Ellen MacArthur Foundation (EMF)’s Jeans Redesign initiative.
A recently released EMF report revealed how roughly 500,000 pairs of Redesign-approved jeans have made it to market since the initial guidelines launched in July 2019.
JCP noted in a press release how it was particularly looking forward to learning the “latest design and manufacturing insights” from other members of the Jeans Redesign collective, which it hopes will allow it to better participate in the trend towards a more sustainable jeans and fashion industry, generally.
Significantly, it said that it would focus on improving product durability, transitioning to "eco-friendly" packaging, increasing its organic and recycled fibres content and moving to more eco-conscious wash methods going forward.
The retailer now joins 94 other Jeans Redesign participants, the release stated.
Senior designer for speciality women’s apparel and circularity lead for the Product Sustainability Working Group at JCP, Briana Seferian, commented: “With this initiative and part of our ongoing sustainability commitment, we are steadily building long-term sustainability into our products, processes and practices, to offer our customers the best products with less environmental impact and in the most ethical, safe and sustainable ways available.”
EMF’s Make Fashion Circular (the team behind the Jeans Redesign) lead, Laura Balmond, added: “The Jeans Redesign supports organisations such as JCP to build the confidence to explore and learn about how to use circular economy principles to put products on the market.
“It demonstrates that it is possible to create garments fit for a circular economy.”
Image: Bethany Vera via JCPenney on Instagram.
