In a landmark step toward reshaping denim’s sustainability trajectory worldwide, Denim Deal has formally launched its India Hub in partnership with the Global Alliance for Textile Sustainability (GATS) and global venture builder Enviu.
The hub is dedicated to scaling the use of post-consumer recycled (PCR) cotton in denim production, leveraging India’s dual advantage as both a major denim producer and a country with vast textile waste streams.
The launch follows an MoU signed earlier this year and represents Denim Deal’s first significant expansion beyond Europe. Initially established as a platform for brands, mills, and recyclers to commit to measurable recycled content, the initiative now extends its reach into India with the Denim Deal Certified Recycled Fiber framework.
India faces a unique challenge: while it leads as a denim garment producer, its recycling ecosystem remains fragmented. By setting standards, providing operational frameworks, and fostering brand collaboration, the India Hub aims to transform textile waste into a reliable feedstock for global markets.
Under this model:
Denim Deal will act as the knowledge bridge.
GATS will serve as the operational lead, leveraging its ecosystem of collectors, sorters, recyclers, and manufacturers.
Enviu will drive pilot projects, assess impact, and develop scalable business models.
“India offers a unique opportunity to lead the way in fashion circularity, with its large market, advanced recycling technology, and strong denim industry,” said Nicolas Prophte, Board Member, Denim Deal.
Parvinder Singh, Founder of GATS, emphasized that members across India are already recovering and processing textile waste, but the hub introduces much-needed structure to scale these efforts into reliable, certified recycled fibres.
Enviu’s Regional Program Manager, Devansh Peshin, further added that making post-consumer waste commercially viable requires both stronger demand and greater alignment across the value chain — which the Denim Deal India Hub seeks to deliver.
Through the hub, brands will gain access to verified recycled fibres and impact-tracking tools, while mills and recyclers benefit from certification pathways and premium market entry. Retailers and manufacturers can join pilot projects, develop capsule collections, and implement take-back schemes.
Technology providers in traceability, digital IDs, and lifecycle assessments will also be able to integrate, creating a transparent, end-to-end ecosystem.
The first wave of actions includes an awareness campaign, a learning session on PCR cotton for Indian supply chain actors, and an open call for brand–supplier pilot collaborations. An annual impact report is scheduled for release in mid-2026, with hopes that India can set a global benchmark for denim circularity and inspire replication in other countries.
