RE&UP Recycling Technologies has partnered with American denim brand Madewell and global fabric manufacturer ISKO to advance circularity in the denim industry through a textile-to-textile recycling initiative. The collaboration transforms approximately 20,000 pairs of post-consumer jeans into high-quality recycled feedstock, showcasing a scalable closed-loop solution for premium denim production.
This initiative highlights the growing shift toward circular textile systems, where waste materials are reintroduced into the production cycle. By leveraging RE&UP’s advanced recycling technology, used denim garments are deconstructed and converted into Next-Gen Cotton and Polyester fibers that meet the performance and aesthetic standards required in premium denim applications.
Madewell, known for its focus on sustainable practices, has been a pioneer in denim recycling through its long-standing participation in Cotton’s Blue Jeans Go Green™ program. Over the years, the brand has collected and recycled more than two million pairs of jeans through its trade-in initiative. This collaboration marks a significant advancement, enabling post-consumer denim to be fully reintegrated into new product creation.
One of the key challenges in recycling denim lies in its complex composition and varied usage history. RE&UP addresses this through a feedstock-agnostic process capable of handling diverse polycotton blends. The technology effectively transforms used garments into a consistent raw material suitable for new production cycles.
The recycled fibers are then supplied to ISKO, where they are engineered into Global Recycled Standard (GRS) certified fabrics. These fabrics retain essential qualities such as stretch, durability, and comfort, aligning with modern consumer expectations for both performance and sustainability.
The denim capsule collection launched on April 8 and is available through Madewell’s online platform, marking a tangible example of how closed-loop systems can be successfully implemented at scale in the fashion industry.
“Closing the loop on post-consumer denim requires industrial precision,” said Marco Lucietti, Head of Global Marketing&Communications of RE&UP. “Our collaboration with Madewell and ISKO demonstrates that we can deconstruct complex, worn garments and re-integrate them into the supply chain as high-quality Next-Gen Cotton and Polyester. This is a blueprint for how brands can utilize their own take-back streams to create a repeatable, closed-loop production cycle.”
This partnership reinforces the industry’s transition toward sustainable manufacturing models, demonstrating that circular solutions are not only environmentally responsible but also commercially viable for large-scale adoption.
