Austrian fibre manufacturer, Lenzing is dedicated to circularity as a way to lessen the negative effects of fashion on the environment. Lenzing has joined the Dutch Denim Deal, a public-private effort aiming to speed up sustainability and recycling in the sector, to advance this goal.

The House of Denim Foundation in Amsterdam first proposed the transaction, which was eventually made possible by the Dutch government. In October 2020, it was signed by representatives from several municipalities in the Amsterdam Metropolitan Area and the whole denim industry. By the end of 2023, one of the agreements' objectives is to produce at least 3 million pairs of jeans containing at least 20% post-consumer recycled material. As part of this initiative, brand owners and merchants will aim to have a minimum of 5% PCR content in their own denim collections.

With 30 partners, the transaction was launched. And thus far, brands, companies, and organizations have joined the list of signatories. PVH Europe, Mud Jeans, Scotch & Soda, Transformers Foundation, Bossa, AGI Denim, and Kipas are a few of the companies that signed the agreement.

Tricia Carey, director of global business development, denim and Americas at Lenzing, said that Lenzing is pleased to join the Dutch Denim Deal because of its commitment to collaborative efforts and circular solutions. They recognize the difficulties in closing the loop because Lenzing was a pioneer in the commercialization of advanced recycling using REFIBRA™ technology, according to Tricia Carey, director of global business development for denim and the Americas at Lenzing. In addition, their TENCEL™ fibers improve the strength and softness of mechanically recycled cotton in spinning. They support the Dutch Denim Deal's shared goal of accelerating the use of 5 percent PCR-cotton in the manufacturing of all denim clothing, and they will cooperate with the supply matrix to make this goal a reality.