At Coterie, Denim Made with Recycled Fibers Is the New Normal
The slogan “reduce, reuse, recycle” has been around since the ’70s, but in 2020 it is proving to mean big business and opportunity for the global denim industry.
Leading denim brands like DL1961, Closed, and Mavi are ramping up their use of recycled cotton and recycled polyester to help reduce their environmental footprint. And in the process, they are creating on-trend jeans collections with sustainable stories that are resonating with eco-conscious millennial and Gen Z consumers.
Consumers are warming up to the idea of wearing jeans made with recycled content, so much so that Coterie highlighted brands offering products incorporating recycled materials, ranging from fur to cotton, at the trade show on Feb. 11-13 at the Jacob Javits Convention Center in New York City.