US fashion brand Rag & Bone has partnered with Cotton Incorporated to encourage shoppers to recycle denim with a new campaign that will run for the remainder of the year.

The Blue Jeans Go Green scheme asks men and women to recycle denim jeans from any brand at Rag & Bone stores nationwide between 10 October and 31 December. In exchange, consumers will receive 20% discount on full priced Rag & Bone jeans purchased in-store that same day with no limit on the amount of denim (jeans) purchased.

The programme aims to "give recycled denim a new life", converting it to denim insulation, with a portion distributed to organisations such as Habitat for Humanity. 

Founded in New York in 2001, Rag & Bone operates 27 stores worldwide and is also available in boutiques and department stores in over 53 countries.

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

In August, US outdoor apparel and footwear specialist Columbia Sportswear said it is expanding its ReThreads clothing recycling programme to all of its US stores following a successful trial over the past year.

Columbia Sportswear expands garment recycling to all US stores