Denim Deal for cleaner jeans

30 parties in the fashion and textile industry, the Ministry of Infrastructure and Water Management, the municipalities of Amsterdam & Zaanstad, the Amsterdam Metropolitan Area and the Amsterdam Economic Board will sign the Denim Deal on October 29. The agreement contains agreements to make the denim textile chain more sustainable. It is the first time that all parties have joined forces to achieve cleaner denim garments such as production companies, brands and shops, but also collectors, sorters, cutters and weavers.

It takes 8,000 liters of water to make 1 pair of jeans. And the total emissions from the textile industry worldwide are more than everything from all aviation and maritime shipping combined. The denim deal includes agreements for more reuse of old consumer textiles in new denim garments.

“Amsterdam wants to be completely circular by 2050. This means that we have to be economical with precious raw materials and reuse more materials. As the Amsterdam Metropolitan Area, we are already a frontrunner in sorting and making discarded textiles recyclable. We now also want to take a pioneering role in the field of denim, so that we can turn the Amsterdam region into a “hub” for circular textiles and circular denim. ” Marieke van Doorninck – Alderman for Sustainability, Municipality of Amsterdam

Denim Deal

In the Denim Deal it has been agreed that brands such as Scotch & Soda, Kuyichi and MUD Jeans will jointly make 3 million denim garments containing at least 20% recycled textile. In addition, all parties have agreed to incorporate at least 5% recycled textile into all denim garments as soon as possible. This Denim Deal can soon be used as a blueprint for making garments made from other materials more sustainable. Municipalities also have a role in this. The City of Amsterdam, for example, collects old textiles and does not throw away old textiles. In the municipality of Zaanstad, Wieland Textiles is working on the automatic scanning and sorting of used garments according to composition, color and structure of the material.


The Denim Deal will run for 3 years. New parties who also want to participate can still join. At the end of each year, the parties review the results together.

Knowing more

For more information about the denim deal, please visit .

For more information about the possibilities to link up with the other activities here in the region in the field of circular textile , please contact Claire Teurlings , Challenge Lead Circular Economy.

Photography: Ingrid de Groot

29 October 2020

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