By  on July 22, 2019

The Ellen MacArthur Foundation is calling for a revolution of jeans. Outlining specific requirements for “The Jeans Redesign” initiative in a 17-page report released Tuesday, the Ellen MacArthur Foundation — through its Make Fashion Circular initiative — invites brands, retailers and garment manufacturers to participate. Its guidelines build upon pages of research, in-person industry workshops and the insight of more than 40 denim experts.

Already signed on are Gap, H&M Group (through H&M and Weekday brands, a sustainable denim line carried at Asos), Tommy Hilfiger, The Reformation, Lee Jeans, Mud Jeans and others. Endorsement also comes from a handful of clothing recyclers and Fashion Revolution — an advocacy group that popularized the campaign, #whomademyclothes.

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