Denim Deal: towards a brighter blue

December, 2020

The 29th of October marks the day of over 10 years of hard work and dedication leading to a next sustainable step in the denim industry. What started in 2010 with a small group of experts has developed into an international network of 30 parties from the denim industry and government institutions cracking the systemic challenges of circularity.


How it all started

In 2010, Elemental co-founder James Veenhoff got together with a group of experts. Together they embarked on a journey ‘Towards a Brighter Blue’; to make denim dryer, cleaner and smarter. After many years of doing research and having meetings with various important key players, the minister of Infrastructure & Water Management, Stientje van Veldhoven, visited Amsterdam’s ‘Denim City’. Her ambitions matched ours in wanting to take the lead in making denim more circular, and as a consequence, the idea began to take shape. Thanks to the Ministry and Amsterdam’s regional councils, we were able to build up an international coalition that spans the international industry: the Denim Deal.

Denim Deal

“What is so special about this Denim Deal is that, for the first time worldwide, all parties involved in the (denim) textile cycle – from brand to collector and weavers – are taking up the challenge for a cleaner wardrobe together.” – Stientje van Veldhoven, Vice Minister of Infrastructure & Water Management


The Denim Deal unites parties in the PCR value chain and stimulates them to work together to achieve a more sustainable future in denim. As a first step, the parties have agreed to work together towards the new industry standard of at least 5 percent recycled textile in their whole denim collection. Moreover, all the brands together in the deal, such as Kings of Indigo, MUD jeans, and Kuyichi, have committed to producing three million jeans garments together containing at least 20 percent recycled textiles altogether. In doing so, we have initiated the start of a revolution in the world of denim.


We are extremely proud of the Denim Deal coalition. We can’t wait to continue working on a more sustainable denim world altogether. The Denim Deal coalition is always looking for new collaborations and contributors; your organization is more than welcome to join. 


Want to learn more? Please feel free to contact us at or read more on the denim deal website.


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