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Cotton Incorporated’s Blue Jeans Go Green denim recycling program will celebrate its 10th anniversary this week with a pop-up art gallery in New York’s SoHo neighborhood.

Andrea Samber, Cotton Inc.’s director of marketing, who has been involved with the program since its inception, said the gallery “merges the worlds of art and style.”

The initiative, at 170 Mercer Street, will kick off with a private event on Nov. 17 and then be open to the public on Nov. 18 and 19 from 10 a.m. to 6 p.m.

Samber noted that the Blue Jeans Go Green gallery will feature custom artwork by New York artists Curtis Kulig, Baron von Fancy and Jeremy Penn that will reflect the artist’s interpretation of the program, bringing to life the “essence, social responsibility and civic-mindedness of the program.”

“We really wanted to celebrate and recognize all our partners and supporters of the program, starting with Bonded Logic, which makes the housing insulation, and our recipient beneficiary, Habitat for Humanity, and all the businesses and individuals that have been involved in the program over the years, and shine a spotlight on the it,” she said.

Among the companies that have offered denim recycling in their stores, often with a discount or incentive to purchase, have been Gap, American Eagle, Madewell, J. Crew, Guess and Saks Off Fifth, Samber noted.

The gallery style venue will reflect “the intersection of art and fashion and recycling inspired by the program,” said Samber, including display exhibits that will illustrate the program, in addition to the three works of art.

The Blue Jeans Go Green Recycling Program Gallery supports the program’s call-to-action to collect denim from across the U.S. to divert it from landfills, and then upcycle it into UltraTouch Denim Insulation — housing insulation manufactured by Bonded Logic that is distributed to organizations like Habitat for Humanity to help communities in need. Textile products have been cited as among the top contributors to landfills across the world.

The artwork will then be auctioned off to the public on Monday and pieces can be bid on using denim as currency. The auction will be hosted exclusively on

Cotton Inc. began the denim recycling program in 2006 to help benefit local communities across the U.S. Since then, about 1.5 million pieces of denim have been collected and the insulation has been distributed to organizations such as Habitat for Humanity to help communities in need. About 250,000 square feet of insulation is distributed each year and the Blue Jeans Go Green program has diverted nearly 700 tons of waste from landfills since its inception.

Cotton Inc., funded by U.S. growers of upland cotton and importers of cotton and textile products, is the research and marketing company representing upland cotton.