The Denim Deal aims to close the loop and achieve change in the value chain. Based in Amsterdam, the group is a leading example of working towards a circular economy where textile waste no longer exists. The brand and manufacturing members pledge to work towards using 5% recycled post-consumer cotton in all future denim collections and produce 3 million denim jeans made with 20% recycled post-consumer cotton. 

Coordination of the Denim Deal is led by Roosmarie Ruigrok, where the objective is to unite potential allies who have made the journey to circularity a priority. She has been working to improve sustainability in textiles for more than two decades and is an expert on enrolling the correct stakeholders to instigate change. Ruigrok states, “a circular supply chain in the textile industry is like a well-prepared machine – it ensures that every part of the production process runs smoothly, from sourcing post-consumer materials to delivering well-made finished products to customers. It not only drives efficiency and profitability but also builds trust among stakeholders and fosters sustainable practices – we welcome Haelixa who offers a trustful traceability solution.”