The partnership positions Green Story as a strategic intelligence partner for the initiative’s forthcoming annual report, due in Q4 2026, and reflects a broader shift within the denim sector from pilot-stage circularity projects toward measurable, commercially viable implementation.
The companies say robust datasets will support both sourcing decisions and regulatory preparedness as sustainability reporting requirements tighten.
Central to the collaboration is the use of comparable environmental impact data to strengthen confidence in recycled cotton claims. By embedding analytics into Denim Deal collections, brands will be able to quantify material performance, benchmark outcomes, and communicate verified sustainability metrics to stakeholders.
Beyond impact measurement, the collaboration will address broader industry questions around data, transparency, and storytelling. A key focus will be on the role of Digital Product Passports (DPPs), exploring their untapped potential for consumer engagement, credible storytelling, and value chain transparency.
In parallel, the partnership introduces a semi-autonomous circularity package designed to help brands overcome the common "bandwidth gap." By combining Green Story’s AI-first platform with embedded expert support, the initiative provides a "bolt-on" sustainability function.
This allows brands to conduct circularity assessments, identify operational gaps, and build credible roadmaps toward PCR cotton adoption without the need to hire large internal teams.
By combining Denim Deal’s collective, value chain-driven approach with Green Story’s expertise in environmental impact data and analytics, this collaboration aims to strengthen trust in post-consumer recycled cotton solutions and accelerate their adoption at scale.
