Having reached the limits of pre-consumer recycling with the ReGen fabric, we chose to go further and develop a new solution for post-consumer recycling.

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We turn old jeans into new fabric

The recycled content of PCR fabrics is derived from old – i.e. post-consumer – jeans that have reached the end of their life.
This project developed out of our partnership with Humana People to People Italia, an organisation that recovers used clothes via their network of collection bins located across Italy, and with Filatura Astro, a company specialised in recycling garments. Each stage of this supply chain takes place within a 60-km range and is fully traceable, from the individual collection point on the street to the finished fabric.

Recycled denim with premium quality

The fibres obtained by recycling old jeans are mixed with our Blue Seed Cotton.
This type of cotton has higher-than-average qualities and, as such, bolsters the old jeans' weakened fibres, creating a new fabric that boasts an exceptional look and outstanding performance.


Fabric look

This family includes a range of medium-weight fabrics, all featuring a 3x1 weave with right-hand twill. However, their constructions vary from dense to loose, and their appearance ranges from clean and sophisticated to a rustic, vintage look. The post-consumer recycled cotton's content is particularly high (21-26%) thanks to the use of our exclusive Blue Seed Cotton, which compensates the weakness of the recycled fibres.

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