PVH Europe signed the Dutch Denim Deal, a new industry collaboration and initiative for sustainable denim. A public-private initiative, the Denim Deal was launched by the Dutch Government, following the EU Green Deal and Circular Action Plan. PVH Europe will serve on the steering committee, working with 38 signatories to improve sustainability in the denim industry and make recycling fiber the new norm.
The Dutch Denim Deal, now regarded as one of the most forward-looking initiative of its kind across the fashion industry, includes a number of partner brands like Scotch & Soda, , Kings of Indigo, Kuyichi, 247 Jeans, Garcia and Mud Jeans, in addition to recyclers, manufacturers, and local authorities, ensuring that representatives from all parts of the product value chain are represented. The objective is to work collectively to foster supply and use of high-grade recycled cotton fibers in denim. The main targets are to produce collectively a total of 3M pieces containing (min 20%) post consumer recycled cotton (POCR) by end of 2023, and individually, each brand to have a minimum of 5% POCR content in weight across the denim collections. The Denim Deal is also a chance to set-up a ‘reverse supply chain’ for recycled cotton and create systemic change to close the denim loop.
Stientje van Veldhoven, Dutch Minister for Environment, states: “The total emissions from the world's textile industry are more than all emissions from international aviation and maritime combined. For a healthy future and for our climate, I think we should work towards a cleaner value chain. That is the strength of this Denim Deal: all parties that have a role in the making and processing of a denim garment participate. From production companies, brands and retailers to collectors, sorters, cutters ad weavers. It is great that PVH Europe participates as well, together we go forward to a healthy environment.”
“Signing the Denim Deal is a huge milestone for PVH Europe and for the entire denim industry,” says Nicolas Prophte, VP Sourcing, Production & Innovation Denim, Tommy Hilfiger. “At PVH we’ve set really ambitious sustainability targets, many of which our denim teams are already achieving ahead of schedule, and signing this deal marks our ongoing commitment to not only accelerating our own work, but for creating change across the whole industry. With the Denim Deal we are cementing our expertise within the industry.”
As part of signing the Denim Deal, PVH Europe will support in sharing knowledge and experience in recycled cotton, and use the power of the brands to scale impact of the deal and increase the supply of recycled cotton from the Netherlands via strategic partnerships. Learn more about the Dutch Denim Deal: https://www.circulairondernemen.nl/best-practices/denim-deal.
For more information on PVH’s Forward Fashion sustainability strategy visit: www.pvh.com/responsibility.
For more information on Tommy Hilfiger’s commitment to creating fashion that Wastes Nothing and Welcomes All visit: www.sustainability.tommy.com.