Romania-based, No44, has unveiled a new initiative that transforms pre-loved jeans into brand-new pairs, contributing to the "closing the circle" on cotton sustainability. Customers who turn in their old jeans are given 20% off a brand-new pair of No44 jeans as well as reward points through the company's loyalty program that can be applied to a future purchase.

Through a partnership with ISKO™ Denim and their R-TWO™ program, the worn-out clothing will be converted into new jeans that are made from a combination of post-consumer and post-industrial waste.

Claudiu Ciubotaru, marketing manager of No44, said that they’re making sure that you will have the No. 44 jean for years. Their jeans are designed to be often worn. When No44 originally began, extending a garment's lifespan was their first move toward sustainability. Sustainability is the way of the future, and they're prepared to lead the way and make a real shift.

By adding value to current products, No44 seeks to engage customers in new ways. People's dedication to giving their used jeans a second chance at life is the project's driving force. According to the statement, anybody may participate in the initiative and contribute by submitting their worn jeans in any brand, style, shape, or color.

Rethinking Denim, a new initiative by No44, is in line with other clothing companies who make an effort to avoid sending their waste to landfills. To create high-quality goods that endure longer than one season, the firm focuses on using recycled textiles and environmentally friendly production techniques.

No44 is one of the few, if not the only, denim company on the Romanian market with a sustainable philosophy at its heart. Each of their items is well made and able to be tracked. To attain the greatest quality, they place a lot of emphasis on using recycled textiles and environmentally friendly production methods. They work hard to provide clients with items that are appealing and durable for more than one season.