Denim Deal expands circular fashion movement from Amsterdam to Paris

From Amsterdam to Paris

Amsterdam is strengthening its role as a leader in the circular transition with the expansion of the Denim Deal initiative. Originally launched in 2020 as part of the Dutch C-233 Green Deal on Circular Denim, the Denim Deal has helped drive sustainable denim production by increasing the use of post-consumer recycled (PCR) materials. Now, the initiative is set to broaden its impact beyond the Netherlands, starting with an event at the Dutch Embassy in Paris on March 27.

The Denim Deal brings together stakeholders in the PCR value chain, encouraging collaboration to create a more sustainable future for denim. It has recently exceeded its initial goal of producing 3 million pairs of jeans containing at least 20% PCR content by 2023. Building on this success, the initiative now aims to reach 1 billion pairs by 2030. To achieve this, Denim Deal is focusing on expanding its network of brands, manufacturers, and retailers committed to integrating recycled content into their supply chains.

France’s strong denim market and progressive approach to Extended Producer Responsibility (EPR) and EU regulations make it a key location for this expansion. The Paris event will highlight the benefits of circular manufacturing, featuring testimonials from industry participants and discussions on balancing sustainability with durability and quality. 

Amsterdam’s role in the circular transition

As a driving force behind the Denim Deal, Amsterdam continues to lead Europe’s push toward sustainable fashion. The city has cultivated innovation in circular textiles by supporting industry collaborations and policy frameworks like the EU Green Deal that encourage the use of recycled materials.

This can be seen in initiatives like ‘Closing the Footwear Loop,’ which Fashion for Good recently launched. Amsterdam’s influence in the circular fashion industry ensures that circular business models become the standard in the denim industry.

Read more about circular waste initiatives in Amsterdam