Lenzing recently signed the Dutch Denim Deal, a public-private initiative that calls for a new industry standard to use 5 per cent post-consumer recycled (PCR) cotton in the production of all denim clothing.

The deal was originally initiated by the House of Denim Foundation in Amsterdam and later supported by the Dutch government. It was signed in October 2020 by the entire denim industry and some municipal stakeholders in the Amsterdam metropolitan area following the EU Green Deal and the Circular Action Plan, and the brand side includes more than 40 signatories such as PVH Europe, Scotch & Soda and Kings of Indigo, as well as Calik Denim, Mud Jeans, Bossa, AGI Denim, Kipas, Ereks and Recover from the supply chain.

The initiative also includes a goal to produce 3 million pairs of jeans by 2023 using 20 percent post-consumer recycled cotton—brand owners and retailers will achieve a minimum of 5 per cent PCR content in their own denim collections by this time, which seems much difficult. Lenzing’s participation will help bring the initiative closer to its goal.

Lenzing is a raw material supplier ready to help other companies reach this goal. In 2017 Lenzing pioneered Tencel ™ lyocell with Refibra ™ technology, which is now produced with 30 per cent post-industry and post-consumer cotton waste and 70 per cent wood pulp. A Fiber ID has also been added to ensure traceability and transparency.