Denim Deal releases final results
15/07/2024
The Denim Deal released a report in 2023 outlining the technical issues and challenges identified during the three-year research programme. Quantitative results have now been released for the integration of post-consumer recycled cotton, which the organisation calls POCR cotton, by the participating companies.
The organisation’s first goal was that brands and retailers integrate a minimum of 5% POCR cotton in their commercial ranges. The report found that 62% of all denim garments put on the Dutch market by participating brands and retailers reached that threshold in 2023, marking a substantial increase over 2020 when it was just 8%. When expanding the scope to all products, not only those sold in the country, the percentage is 63%, the report states.
The other quantified goal of the Denim Deal was to place the bar higher at 20% POCR cotton fibres in 3 million pairs of jeans sold on the Dutch market by the end of 2023. This target was reached, globally, as early as 2021, and the number of jeans produced tripled in 2023. But it was not achieved when considering only the local market, due to the limited number of brands and to the size of the Dutch market, the report notes.
However, the volume of jeans with 20% POCR cotton put on the Dutch market by the participants did increase, from 8% in 2020 to 61% in 2023 (and 63% globally). The report thus notes that the Denim Deal has confirmed that integrating 5% POCR cotton can easily be achieved, across all brands and retailers.
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