Tommy Hilfiger is to introduce 100% recycled cotton denim styles in its spring Tommy Jeans collection, thanks to support from parent company PVH‘s Denim Center in Amsterdam – its first hub in Europe dedicated to setting new standards for producing denim in a faster, more consistent and more environmentally-friendly way.

Mom jeans, a unisex oversized trucker jacket, and modern tapered jeans are among the new styles in the spring 19 global collection, whose sustainable denim is made from pre-consumer cotton scraps salvaged from cutting tables and factory floors. These were then recycled using an innovative, entirely mechanical process said to use less water and fewer chemicals, reduce waste and generate less carbon dioxide. 

Meanwhile, the sewing thread is made from 100% recycled plastic bottles, buttons come from unused stock from previous seasons, and the hangtags will be made from recycled paper. Each denim style will be finished using less water and energy by employing innovative laser technology. Moving forward, the 100% recycled cotton Tommy Jeans styles will be part of the collection each season.

“We have a responsibility to future generations to manufacture products in a more thoughtful way to protect our environment,” says brand founder Tommy Hilfiger. “Starting with how we design and produce some of our denim styles, we want to inspire consumers to make sustainable changes.”

However, until now, creating a completely recycled cotton yarn, at scale, to the Tommy Hilfiger quality standard was nearly impossible.

The breakthrough is thanks to research from the PVH Denim Center, which supports Tommy Hilfiger’s ambition to become a global leader in denim. The hub consists of four centralised units – Denim Atelier, Denim Fabric Library, Denim Lab, and the Denim Academy – that support the production of denim styles through deeper expertise.

“The PVH Denim Center addresses unique opportunities in our rapidly-growing global Tommy Jeans business, reimagining the traditional production process in terms of innovation and sustainability,” says Daniel Grieder, CEO Tommy Hilfiger Global and PVH Europe. “We share a responsibility to find solutions to preserve our world’s resources and drive our industry forward for good. Fueled by our pioneering spirit, and through closer collaboration with our partners, we will continue to create best-in-class denim designs that follow a more sustainable approach and celebrate our ‘Product is King’ philosophy.”