Dive Brief:
- Anthropologie launched Monday its first denim circularity program, an initiative to mitigate denim waste in landfills, according to a company press release shared with Retail Dive.
- The effort is in partnership with Cotton Incorporated’s Blue Jeans Go Green, an initiative the company described as being at “the forefront of denim recycling.”
- Customers are invited to bring in used denim to any of the brand’s 200+ Anthropologie locations to be recycled into insulation materials.
Dive Insight:
Anthropologie has joined a growing group of retailers who are implementing programs to reduce textile waste caused by the fashion industry.
Earlier this year, Anthropologie announced its A Greater Good platform, which details the brand’s journey to become more environmentally sustainable and socially conscious, the release said.
"At Anthropologie we are committed to creating a more sustainable future and being mindful of our environmental impact on the planet across our business operations," Elizabeth Preis, Anthropologie's chief marketing officer said in the release. "We are continually ideating new and inventive ways to enforce sustainability efforts across all facets of our brand's ecosystem by repurposing reclaimed objects into imaginative displays in our stores, utilizing upcycled materials in our one-of-a-kind windows, and transforming everyday materials into unique and surprising packaging."
From July 25 through Aug. 7, customers are invited to recycle their denim at Anthropologie stores for $20 off a new, full-price jean purchase of $100 or more.
The company said customers are invited to recycle any type of denim apparel item inclusive of jeans, jackets, shirts, skirts and more, as long as it's made of 90% cotton or greater. The brand will be accepting denim drop-offs through Aug. 31.
