Jeanswear retailers and brands are increasingly incorporating recycled content into their in-stock options, signaling a significant shift towards sustainability. According to a report by global retail analytics firm Edited, the availability of denim products containing recycled materials has risen by 28 percent in the UK and 18 percent in the US compared to the previous year.
"Recycled" has emerged as the most popular sustainability keyword in product descriptions, surpassing "organic" by featuring in 20 percent of in-stock denim options.
Affordability is another driving factor for the popularity of recycled denim. The report reveals that in the UK, jeans with recycled content have the lowest average price of $64, while in the US, the average price is $102.74, the second lowest among the sustainability keywords.
The increased prevalence of recycled denim can be attributed to a growing awareness of garment lifecycles and circular fashion initiatives such as the Ellen MacArthur's Jeans Redesign guidelines.
Organic cotton is also gaining traction in the denim industry, with a 28 percent increase in in-stock options for men's and women's wear. However, the overall availability of organic cotton textiles has decreased by 20 percent due to inflation and low supply. Despite this, mill-led programs and collaborations have contributed to the use of organic cotton in jeans.
The industry's focus on sustainability extends beyond materials to include environmentally friendly dyes, water-saving finishing processes, and promoting denim's durability through upcycled collections.
The continued efforts of brands and consumers to embrace sustainable practices are key drivers of the ongoing transformation within the denim industry.
