Denim Deal launches in France
28/03/2025
The organisation’s new plan is to produce 1 billion pairs of jeans with 20% post-consumer recycled cotton by 2030. Romain Narcy, founder of recycling consultancy Rematters and partner of Ereks-Blue Matters, a Turkey based jeans maker that was part of the original Dutch Denim Deal, pointed out that the plan had then been to produce 3 million such jeans and 12 million were actually manufactured (and sold in the Netherlands and beyond). “Around 6 billion jeans are made every year, our goal is attainable,” he told the audience.
Nicolas Prophte, a Denim Deal board member and former head of denim for PVH, insisted on the importance of collaboration. “Collaboration is key and we are here to connect all the stakeholders to make this project happen,” he said, these include garment collectors, sorters and shredders. Building on its experience in the earlier three-year programme, the Denim Deal can help brands and retailers seeking to set up pilot projects find the right partners.
Stéphane Popescu, founder of COSE361, a sustainability consultancy, and local partner of the French Denim Deal chapter, with his associate Vanessa Le Bris, have in depth knowledge of French and EU policies planned for textiles and apparel. “You may think that legislative incentives are slow to come,” Mr Popescu told the audience, “but they will come, there is no doubt about that.”
Companies who join the programme will have access to a sourcing library, webinars and workshops and various other services designed to help navigate the complexities of recycling and evolving legislation. Mr Popescu specifically mentioned eco-fees and Extended Producer Responsibility schemes that he said will not be harmonised across the 27-country bloc.
Mr Prophte outlined future plans for the organisation, which is incorporated as an NGO since January of 2024. He noted that India, which has a strong local consumer economy, could be a future hub for post-consumer waste that could supply local manufacturing powerhouses such as Pakistan and Bangladesh, along with India of course. The organisation’s plans for North America have been put on hold, but it is considering Brazil as a possible future chapter.
Another future plan is to launch an awards ceremony organised yearly to support innovators in building a circular economy for jeans.
The Denim Deal 2.0 now has 46 members.
Photo shows (left to right) Vanessa le Bris (COSE361) , Romain Narcy and Nicolas Prophte.
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