Women’s denim brand No44 is taking a bold step toward circularity with the launch of No44 Renew, a consumer-facing program aimed at transforming pre-owned jeans into high-quality, renewed garments. By extending the life of denim, No44 is pioneering innovative textile recycling and reshaping fashion’s sustainability narrative.

“We’ve always designed jeans that last, and this initiative allows us to take it further by giving them a second life,” said Claudiu Petru Ciubotaru, No44’s marketing director. “It’s not just about sustainability—it’s about reimagining fashion in a way that’s more meaningful and less disposable.”

Through No44 Renew, consumers can return their pre-owned No44 jeans by requesting a pre-paid shipping label on the brand’s website. In return, they receive a 20% discount on their next purchase. If the jeans are in good condition, they undergo professional restoration at Martelli Romania, part of the Elleti Group. The renewal process includes waterless ozone washing for disinfection and a peppermint oil rinse for antibacterial properties, using nebule-based technology for a deep clean.

Once restored, the jeans retain their premium craftsmanship while reducing textile waste. These renewed denim pieces are then sold at a lower price on No44’s website, with pricing varying based on the level of restoration and customization.

For jeans that cannot be renewed, No44 partners with Re&Up, a Sanko Group-owned textile recycling operation in Turkey, to transform them into recycled fibers used in new denim production. This closed-loop approach reinforces No44’s commitment to reducing fashion waste and promoting a more circular industry.