American denim brand Rag & Bones join forces with recycling program Blue Jeans Go Green. Starting today October 10th customers can hand in their old denim at any Rag & Bone store and receive 20% off a new pair of any full-price jeans that same day. The offer is valid October 10th through December 31 this year.
The Blue Jeans Go Green program is a project that collects denim all over the US and recycles it into UltraTouchTM Denim Insulation. The program started in 2006 as a part of Cotton Incorporated in an effort to keep textiles out of landfill and help American communities in need with housing. According to the Blue Jeans Go Green program it takes roughly 500 to 1,000 pairs of jeans to create enough insulation (approximately 200 square meter) for one average-sized home in the US. To this day the program has already collected 24 000 pieces of denim. Several American clothing brands have already joined the program, for example Madewell, J. Crew and Abercrombie & Fitch. Furthermore, 56 American collages and universities have also joined in by collecting denim on campus.
According to WWD, Marcus Wainwright, CEO, founder and creative director of Rag & Bone, said, “Now, more so than ever, each and every one of us has a responsibility to do our part to protect our environment. The Blue Jeans Go Green Initiative is making great strides in helping brands make a difference and we are honored to be launching this Denim Recycling Program. Honestly, I am intrigued to see if any unwanted Rag & Bone jeans are dropped off, but either way, it is a step in the right direction for our brand.”