The Cone Denim virtual hub is designed to support and showcase those who use Cone's denim fabric in their creations and artworks.

Cone sustainable product innovation and marketing director Caitlyn Holt said: “We have watched on social media over the years as people do truly unbelievable things with denim. We hope The Cone Collective is a space where these voices are amplified and everyone can come for inspiration and community.”

A fundamental aspect of The Cone Collective is its focus on educational pursuits. Cone aims to leverage this platform to broaden its engagements with universities and extend its global outreach efforts.

Moreover, the platform seeks to nurture emerging brands and designers by sponsoring and promoting their work.

To facilitate this, Cone is initiating a 'brand ambassador' programme. This programme will select individuals whose values resonate with those of Cone Denim, providing them with Cone fabrics to craft new products.

Cone Denim marketing manager Adriana Tuttle said: “Cone has maintained a strong connection with its audience on social media, particularly through Instagram. We wanted to expand our relationship with them by presenting an opportunity to upcycle our inventory and garments to create something new yet still be representative of the brand and what it stands for.”

The programme is set to build upon Cone’s existing partnerships with designers, such as Amsterdam's Maria Gunnarsson of AMK Atelier and Juan Carlos Gordillo from Guatemala.

Ambassadors will have access to Cone fabrics and upcycled sales tools to develop new products that embody one or more of Cone’s core values: sustainability, innovation, and heritage.

The processes and final products crafted by these designers will be highlighted on the Cone Denim Instagram page.