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April 8, 2019

American Eagle Outfitters launches denim recycling programme

By Beth Wright

US apparel retailer American Eagle Outfitters (AEO) has partnered with Cotton Incorporated to encourage shoppers to recycle denim with a new campaign that will run for the remainder of the month.

The Blue Jeans Go Green scheme asks consumers to recycle AEO denim jeans up to 30 April. In exchange, shoppers will receive US$10 off full-priced AEO jeans purchased before the end of the month. The coupon is valid for one-time use only and is only valid in the US and Canada. 

The Blue Jeans Go Green programme collects denim across the country and upcycles it into UltraTouch Denim Insulation, providing a portion to communities in need each year.

An increasing number of apparel firms are encouraging recycling amongst their consumers through new programmes or innovating using recycled clothing.

Last week, Spanish textile recycling company Recover announced a new partnership with Amsterdam-based social enterprise Circle Economy on a project looking at new ways to scale the use of recycled post-consumer cotton. 

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