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    PVH Europe joins Dutch govt's initiative for sustainable denim

    05
    Jul '21
    Pic: Shutterstock
    Pic: Shutterstock
    Fashion house PVH Europe has signed the Dutch Denim Deal, an industry collaboration and initiative for sustainable denim. A public-private initiative, the Deal was launched by the Dutch government, following the EU Green Deal and Circular Action Plan. PVH Europe will work with 38 signatories to improve sustainability and make recycling fibre the new norm.

    The Dutch Denim Deal includes partner brands like Scotch & Soda, Kings of Indigo, Kuyichi, 247 Jeans, Garcia and Mud Jeans, in addition to recyclers, manufacturers and local authorities, ensuring that representatives from all parts of the product value chain are represented. The objective is to work collectively to foster supply and use of high-grade recycled cotton fibres in denim, the company said in a media release.

    The main targets are to produce collectively a total of 3 million pieces containing (min 20 per cent) post consumer recycled cotton (POCR) by end of 2023, and individually, each brand to have a minimum of 5 per cent POCR content in weight across the denim collections. The Denim Deal is also a chance to set-up a ‘reverse supply chain’ for recycled cotton and create systemic change to close the denim loop.

    “For a healthy future and for our climate, I think we should work towards a cleaner value chain. That is the strength of this Denim Deal: all parties that have a role in the making and processing of a denim garment participate. From production companies, brands and retailers to collectors, sorters, cutters and weavers. It is great that PVH Europe participates as well, together we go forward to a healthy environment,” said Stientje van Veldhoven, Dutch minister for environment.

    “Signing the Denim Deal is a huge milestone for PVH Europe and for the entire denim industry,” said Nicolas Prophte, VP sourcing, production & innovation denim, Tommy Hilfiger. “At PVH we’ve set really ambitious sustainability targets, many of which our denim teams are already achieving ahead of schedule, and signing this deal marks our ongoing commitment to not only accelerating our own work, but for creating change across the whole industry. With the Denim Deal we are cementing our expertise within the industry.”

    As part of signing the Denim Deal, PVH Europe will support in sharing knowledge and experience in recycled cotton, and use the power of the brands to scale impact of the deal and increase the supply of recycled cotton from the Netherlands via strategic partnerships.

    Fibre2Fashion News Desk (KD)


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