The Dutch government has signed a new agreement with 30 leading companies to increase circularity in the country's denim industry. Known as ‘Denim Deal’, the agreement focuses on the use of recycled materials in denim garments. Brands like Mud Jeans, Scotch & Soda, and Kuyichi, have signed the agreement. These brands have committed to use at least five per cent recycled content in every pair of jeans, and create at least one million pairs of jeans with 20 per cent post-consumer recycled content.

The deal has also been signed the Ministry of Infrastructure and Water Management, the municipalities of Amsterdam and Zaanstad and the Amsterdam Metropolitan Area. The strength of the deal lies in the fact that all parties who have a role in the making and processing of denim garments can participate in it.

The deal would help reduce the denim industry's carbon footprint and the estimated 8,000 litres of water it took to make each pair of jeans.