No44, a luxury denim brand based in Bucharest, has taken a significant step towards sustainability by introducing its first-ever 100% sustainable jeans. These eco-friendly jeans, called Rei Jeans, mark the successful completion of the Rethinking Denim project. This initiative, a collaboration between No44 and Isko Denim, began last year and focused on enhancing cotton sustainability through Isko's R-Two program.

The Rethinking Denim project aimed to create a more circular and sustainable approach to denim production. No44 partnered with Isko Denim and their R-Two program, which focuses on incorporating reused and recycled materials into denim fabrics. The result is Rei Jeans, a 100% sustainable denim product.

Claudiu Ciubotaru, No44's marketing director, expressed their excitement about the project's successful completion and the introduction of Rei Jeans. He emphasized that this project represents their vision for a more circular and sustainable future. By collaborating with Isko Denim, they've been able to integrate reused materials into their denim fabrics, giving new life to old resources.

Rei Jeans are made in two washes, dark and light blue, and are crafted from pre-owned denim and denim scraps. These jeans are designed with a focus on comfort and durability. No44 invited anyone willing to participate in the Rethinking Denim recycling project, and they collected used jeans from over 500 people to create these sustainable products.

Denim scraps and post-industrial waste used in Rei Jeans come from suppliers like Martelli Europe, a Romanian manufacturer. These materials are sourced from various stages of denim production, such as cutting and sewing, which produce leftover fabrics and trimmings. No44 and Martelli Europe repurposed a substantial amount of denim scraps, 14 tons (28,000 pounds), which Isko transformed into environmentally responsible denim products.