Anthropologie joins Blue Jeans Go Green
US-based retailer Anthropologie is the latest company to sign up to Cotton Incorporated’s Blue Jeans Go Green initiative, following in the footsteps of brands including Frank and Oak, American Eagle and Wilco.
A non-profit funded by US cotton growers and importers, Cotton Incorporated researches and promotes the country’s upland cotton.
Through its Blue Jeans Go Green programme, the organisation helps fuel the transformation of cotton-rich, pre-owned denim into insulation and other “creative new products”. This has so far resulted in the recycling of more than 2,100 tons of denim otherwise destined for landfill, Cotton Incorporated says.
As part of its own involvement, Anthropologie will be accepting in-store drop-offs of any kind of denim apparel, so long as it’s at least 90% cotton, until August 31. Those who make their donations before August 7 will be rewarded with $20 off a pair of new, full-priced jeans worth $100 or more. The scheme is limited to the brand’s US stores.
“We are thrilled to have Anthropologie participate in the Blue Jeans Go Green programme as they introduce denim recycling to their customers," commented director of consumer marketing and brand partnerships at Cotton Incorporated, Andrea Samber. "While denim made from cotton is natural, sustainable and durable, we know consumers change preference in style and size – or it can just get worn to the point that it’s time to move out of the closet.
"By reimagining what their old denim can do, Anthropologie customers can reduce textile waste and close the loop on cotton sustainability.”
Image: Anthropologie.
