Around 250,000 sq ft of UltraTouch Denim Insulation are distributed each year

Around 250,000 sq ft of UltraTouch Denim Insulation are distributed each year

Fashion retailer J Crew is to extend its participation in a denim recycling programme that converts old denim into UltraTouch Denim Insulation that is distributed to communities in need across the US.

The 'Blue Jeans Go Green' scheme was created by Cotton Incorporated in 2006, and since then has collected over 1m pieces of denim and diverted over 600 tons of denim from landfills.

Denim donated to the initiative is first recycled by removing zippers, buttons and hardware, and then returned to its natural, original cotton fibre. Sheets of UltraTouch Denim Insulation are cut to size and shipped to homes in need and other community-based civic buildings.

J Crew will continue its participation in the autumn denim drive at its J Crew and Madewell retail stores. Its 269 J Crew stores and 74 Madewell stores started the programme in August, and will continue until 31 December and 31 January respectively.