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Doing good.

Making a positive difference is at the heart of what we do.

20 January 2021

Let’s talk recycled cotton

We’re making sustainably sourced cotton the standard. Part of that is working with recycled cotton.

It’s a really exciting time to be a part of the fashion industry. Mills, suppliers, buyers and designers are sharing ideas and building more sustainable initiatives together. Innovation in textiles is where one of the biggest positive changes are to help reduce our reliance on virgin materials.

We’re making sustainably sourced cotton the standard. Part of that is working with recycled cotton, which is produced by turning discarded textiles into new cotton yarn, and helping to divert waste from landfill. It generally comes from two main sources: pre-consumer waste like scraps and leftovers created by yarn. And post-consumer waste, such as used clothing and upholstery.

Better denim

“We’re making sustainably sourced cotton the standard. Part of that is working with recycled cotton, which is produced by turning discarded textiles into new cotton yarn, and helping to divert waste from landfill. It generally comes from two main sources: pre-consumer waste like scraps and leftovers created by yarn. And post-consumer waste, such as used clothing and upholstery.”

— Mishay Sefton, Global Womenswear Denim Buyer

“In working with the fabric mill, we’ve found that when you go above 10% post-consumer waste, you start to see some variation in yarn consistency and strength. So until those areas improve, we’re staying at 10% and giving our customers a pair of jeans that fit the bill on style and fit, without compromising on quality.”

— Nic Driver, Global Menswear Denim Buyer

Better tees

“Our focus is on creating long-wearing staples and making conscious decisions at all phases of product development. Our tees already support sustainably sourced cotton production, now we’re using 20% recycled cotton from pre-consumer waste in our essential tees range. So they’re made with fabric by-products that have been respun. The best part is they don’t feel any different to a t-shirt that uses virgin cotton. Same high quality, same hand-feel.”

— Joel Vrymoet, Global Menswear Buyer

“We’ve phased out mixed-fibre blends in all our graphic tees. And now we’ve transitioned them to having 20% recycled cotton. We're working closer than ever before with our suppliers to get them all certified to produce recycled cotton, and to explore new printing processes for our graphics to help produce brighter colours in digital prints.”

— Chelsea Bryant, Global Womenswear Buyer