Romania's No44 reveals circular collection
02/08/2024
The brand collected jeans from 500 people for the Rei Jeans collection, and sourced scraps from its supplier Martelli Europe, part of the Elleti Group.
Together, the companies repurposed 14 tonnes of denim scraps, which Turkish mill ISKO transformed into “environmentally responsible” denim.
Claudiu Ciubotaru, No44’s marketing director, said: “We are thrilled to have successfully wrapped up the Rethinking Denim project and to introduce Rei Jean, our most responsibly produced jeans ever. This project represents our vision for a more circular future and we are proud to have partnered with ISKO Denim to bring it to life."
The company claims to be one of the only denim brands in Romania that has a totally traceable production process, from fabric to shop, and with a focus on sustainability. It is now working towards lifetime guarantees for its products through a repair system, which it hopes to have set up by the end of the year.
Mr Ciubotaru added: “We believe sustainable fashion is the way forward, and we are excited to continue our journey towards circularity and reducing the environmental impact of our products."
Share this story:
