The program focuses on extending the useful life of cotton by collecting unwanted denim garments and converting them into new products, including building insulation and packaging materials. In doing so, it demonstrates how post-consumer textile waste can serve as a resource for applications beyond apparel.

From discarded jeans to new materials

“Cotton is a remarkable natural fiber – durable enough to be worn and loved for years, yet versatile enough to take on an entirely new purpose,” said William Kimbrell, president and CEO of Cotton Incorporated. “For 20 years, the Blue Jeans Go Green™ program has demonstrated that the value of cotton extends well beyond the life of a favorite pair of jeans. Together with our retail partners and millions of consumers, we’ve turned that potential into meaningful impact, giving denim a second life while keeping valuable materials out of landfills.”

Over the past two decades, the collected denim has been processed into materials for new applications. One of the program's principal achievements is the production of more than 12 million square feet of insulation, equivalent to approximately 1.1 million square metres.

The initiative illustrates the potential of textile-to-product recycling, in which discarded garments are transformed into materials for other industries rather than being returned to conventional apparel production.

More than 100 brands and retailers involved

The development of Blue Jeans Go Green has been supported by partnerships with more than 100 brands and retailers.

Madewell has contributed more than one million collected denim items and was the first retailer to introduce year-round collection opportunities. Carhartt, a partner for more than 15 years, has helped divert over 67 tons of denim from landfills.

American Eagle Outfitters has also played a significant role in the program. Since 2008, its customers and retail network have contributed more than one million pairs of jeans for recycling.

“Since 2008, our AEO community has helped us surpass one million pairs of jeans recycled and turned into new products such as building insulation and sustainable packaging,” said Michelle Tarry, Vice President of Responsible Sourcing and Sustainability at American Eagle Outfitters. “Through our partnership with Cotton Incorporated’s Blue Jeans Go Green™ denim recycling program, we invite customers to take action with us and divert denim from landfills. Plus, AEO loyalty members receive $10 off a new pair of jeans when they recycle their old denim in-store.”

Schools and educational organisations have contributed more than 350,000 denim items through collection campaigns and educational activities, helping to raise awareness of textile recycling among younger generations.

Textile waste remains a major challenge

The anniversary comes against the background of continued challenges in textile waste management.

According to figures from the US Environmental Protection Agency cited by Cotton Incorporated, more than 11 million tons of textile waste were landfilled in the United States in 2018, while the national textile recycling rate stood at just 14.7 percent.

Consumer interest in recycling is considerably higher. Cotton Incorporated's 2025 Lifestyle Monitor™ Survey found that 81 percent of respondents expressed an interest in clothing recycling.

With the average American owning six pairs of jeans, according to the same research programme, denim collection initiatives offer opportunities to recover substantial quantities of post-consumer cotton textiles.

Anniversary marked by Mt. Denim installation

To commemorate the program's 20th anniversary, Cotton Incorporated is organising an event in New York City featuring an installation called Mt. Denim.

Constructed from worn denim, the installation is designed to illustrate the scale of textile material collected and diverted from landfills through the program over the past two decades.

The event brings together retail partners and other participants to recognise the contributions made to the initiative since its launch.

Expanding opportunities for denim recycling

Looking ahead, Cotton Incorporated intends to strengthen its partnerships, expand denim collection opportunities and identify additional applications for recovered cotton materials.

The Blue Jeans Go Green program highlights the potential of organised collection systems and cross-industry cooperation to extend the use of textile materials beyond their original applications.

Further information about the program and participating collection locations is available at www.BlueJeansGoGreen.org.