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How can sustainable jeans improve the circular economy?

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Circular Making Podcast is a show about solutions to build a circular economy. Simon Giuliani, Marketing Director of Candiani Denim, joined the episode Reinventing Fashion One Garment at a Time: The Reinvention of Denim with other players working on sustainable jeans: C&A, Soorty, the World Fair Trade Organization, Eco Intelligent Growth, and Lateral Thinking.


How is stretch denim linked to microplastics?


In the 1980s, stretch jeans revolutionized the industry, captivating customers thanks to their comfort and aesthetics. Now, stretch denim represents more than 70% of its market.


Stretch denim contains elastane, a petroleum-based rubbery material with similar properties to plastic. The main problem comes at the end of its life since synthetic fibers need up to 300 years to decompose and, while vanishing, they break down into small pieces now known as microplastics which are harmful to our ecosystems, health, and all living beings. Some microplastics are yet also released during their production process.


The issue became clear worldwide when a mountain of clothes was discovered in the Atacama Desert. Around 39,000 tons of garments are left annually there, but approximately 71% of the produced clothing contains synthetic fibers polluting the environment.


Circular Making Podcast’s journey starts in Robecchetto con Induno


Since we often hear pretty discouraging news like those about microplastics, Circular Making Podcast aims to interview those working tirelessly on circular economy solutions.


The podcast journey started in Robecchetto con Induno, close to Milan, where we are headquartered. Considering the issue of clothing’s end-of-life, we contributed to the circular economy by engineering COREVA™, an innovative technology we patented that allowed us to create the world’s first biodegradable and compostable stretch denim. It replaces petroleum-based materials with a bio-based stretch yarn made with natural raw material from the gum tree. Once disposed of, COREVA™ can hence return to nature and be used to grow new raw materials.


You can listen to the whole episode here.



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