US lifestyle brand, Lands’ End has forged a strategic partnership with Recover, a global producer of recycled cotton fibre, to introduce a low-impact denim collection.
The styles are made with 20% recycled cotton fibre derived from Recover’s innovative recycling process, which repurposes textile waste scraps.
Senior vice president of marketing at Recover Boris Mercier comments: “We’re delighted to collaborate with an iconic American brand such as Lands’ End to accelerate the adoption of sustainable initiatives all over the world and bring low-impact fashion closer to the consumer.”
The initiative between Lands’ End and Recover centres around the development of a range of sustainable denim garments, catering to both men and women.
A key highlight of this collaboration is the reduction in the environmental footprint of these denim pieces, achieved through the use of Recover’s premium recycled cotton fibre.
In contrast to conventional garments produced from virgin fibre, the companies explain the use of recycled materials substantially lessens the ecological impact of the entire production process.
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The partnership is said to effectively underscore the potential of integrating textile waste back into the production cycle to establish a more sustainable and responsible manufacturing model.
The incorporation of Recover’s recycled cotton fibre aligns with Lands’ End’s commitment to transitioning towards a more circular business model.
Kym Maas, senior vice president of product and merchandising at Lands’ End says the lifestyle brand is committed to helping improve the environment and minimise its impact on the earth by collaborating with companies such as Recover. She looks forward to the launch of its men and women denim collection which is set to be released this fall/holiday.