Los Angeles-based premium denim brand, Paige launched a new campaign for its American consumers on the Earth Day.
Launched in partnership with a UK-originated program, Cotton Lives On (CLO), this campaign encourages the brand’s consumers in America to recycle their used jeans.
Similar to Cotton Incorporated’s Blue Jeans Go Green program, established in the US in 2022 through a collaboration between Cotton Council International and Cotton Incorporated, the program helps prevent unwanted cotton textiles from being dumped into landfills.
Continuing throughout 2025, the Paige x CLO initiative invites consumers to drop off their unwanted jeans in specially marked Paige x CLO bins located at the brand’s stores in London and Oxfordshire. In return, participants receive a 20 per cent discount on a new denim purchase.
The collected denims are being recycled into cotton insulation used in mattresses for individuals experiencing homelessness.
Lindsey Owens, Director -Omnichannel Marketing, Paige, states, leftover fabric scraps from Paige’s denim production are repurposed as art projects for schools, while other scraps are recycled into insulation and carpet padding. The brand’s partnership with CLO provides an ideal platform to emphasize its dedication to cotton sustainability, she adds.
Andrea Samber, Director - Consumer Marketing Brand Partnerships, Cotton Incorporated avers, this initiative encouraging Paige customers to keep old cotton out of landfills by turning their well-worn clothes into comfortable mattresses for those in need.
To date, CLO has collected nearly 17,600 pounds (approximately 8,000 kg) of cotton in the UK and has donated over 100 roll mats. Each new roll mat contains about 14 pounds (6.4 kg) of unusable cotton, equivalent to 45 t-shirts. These mattresses are provided to people across the UK at risk of homelessness and living in challenging conditions as part of their initial essential items package when moving into a hostel or as part of their new home kit once they have found more permanent housing.
Other brands and retailers already participating in the program include Charles Tyrwhitt, Hush, Whistles, Hobbs, Phase Eight, L’Estrange, Anthropologie, Bianca Saunders, Nexvision, and ME+EM.
