No44, Martelli and Re&UP form circular partnership
Romanian denim brand No44 has launched No44 Renew, a programme designed to transform pre-loved jeans into high-quality pieces that can be resold through its website.
Customers return their pre-loved No44 jeans and receive a 20% discount on their next purchase. If the jeans are in good condition, they undergo restoration through a collaboration with Martelli Romania, part of Elleti Group.
The process includes ozone washing, followed by rinsing and washing with peppermint oil, known for its antibacterial properties. This stage uses advanced nebule-based technology, ensuring a deep clean and fabric refresh.
If they can’t be renewed, the jeans are sent to Re&UP, where they are transformed into new fibres, ensuring zero waste.
Claudiu Ciubotaru, marketing director at No44, said: “Every pair of jeans deserves a second life. And if they can’t be worn again, they can be transformed. No44 Renew isn’t just a programme, it’s a movement toward a future where no denim is wasted.”
