Chapter 3 — full chapter
3.1.1 Case Example — The Jeans Redesign: Coordinating Change Across a Value Chain
The Jeans Redesign, led by the Ellen MacArthur Foundation from 2019 to 2023, demonstrated how to create circular jeans through shared guidelines developed with input from brands, manufacturers, fabric mills, academia, NGOs, collectors, and recyclers. These standards focused on durability, material health, recyclability, and traceability. Companies were encouraged to adopt these principles, report progress, and share challenges. By 2023, over 100 organizations across 25+ countries participated, producing 1.5 million redesigned jeans between 2021 and 2023.
The initiative highlights that achieving circularity requires both design and coordination. Brands can modify fibers or improve details, but they cannot build the collection, sorting, and recycling infrastructure alone. Mills and suppliers must also meet new standards and provide transparent information.
While not eliminating all barriers or establishing a universal denim system, the project proved that shared criteria, transparency, and collaboration accelerate progress beyond isolated pilots. Systemic change depends on aligned efforts across the entire value chain, not just individual optimization.
Source:
Ellen MacArthur Foundation — The Jeans Redesign
The Jeans Redesign – Insights Report
Reflection prompt
Which of the six challenge areas could participating brands influence directly, and which required collaboration with mills, manufacturers, collectors or recyclers?