Signed by global denim leaders, Ministry of Infrastructure and Water Management of the Netherlands, municipalities of Amsterdam and Zaanstad and the Amsterdam Metropolitan Area, the Denim Deal aims to reduce the resources needed for production of denim garments and make the entire process more sustainable. One of objectives of this deal is to produce at least three million jeans using recycled textiles within the next 3 years.

As a part of this deal, brands such as Scotch & Soda, MUD Jeans and Kuyichi have agreed to make three million jeans containing at least 20 per cent recycled textiles. Furthermore, all stakeholders will together use at least 5 per cent recycled textile in all denim pieces of clothing as quickly as possible.

The deal assumes importance as all parties involved in the making and processing of a denim garment will participate, from production companies, brands and retailers, to collectors, sorters, cutters and weavers.

The agreement is open to new actors willing to join it. Every year for a period of three years, a report will summarize the activities implemented by all parties and whether the results are achieved.