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Clothes made from blue jeans?! Yup, we’re turning recycled denim scraps that would otherwise head to landfill into new products. Our collaboration with The New Denim Project is a big step forward for Outerknown as we continue on our path toward full circularity (more on that here), and we’re psyched to share this classically cool assortment with you!

The New Denim Project is a family-run design lab in Guatemala City committed to transforming our industry from linear to circular. They see value in the fashion industry’s waste, and the way we see it, that’s the only way forward! By mechanically breaking down recycled cotton and pre-consumer denim scraps gathered from local apparel production facilities, they’re able to create a fresh, sustainable fiber that can live on as something else.

“If we want humanity to move forward, we must build ideas that contribute to a collective economy. We must encourage upcycling in our businesses, our homes, and daily life activity. The world cannot continue absorbing our waste.” – The New Denim Project

NATURAL COLORS: Outerknown x The New Denim Project products are each made with 30–80% recycled cotton with no added dyes. The soft neutrals and washed blues are from the actual recycled denim, which brings some subtle texture for a homespun feel.

WATER SAVINGS: According to the Ellen MacArthur Foundation, textile production uses around 93 billion cubic metres of water annually. And cotton is an especially water-intensive crop, so by opting for recycled cotton, we’re saving loads of water and keeping a valuable material going.

A CIRCULAR SOLUTION: The New Denim Project utilizes a closed-loop manufacturing process, so nothing goes to waste. Even the cottonseed and cotton lint, leftovers from the recycling process, is passed on to coffee growers for their compost.

OUR JOURNEY CONTINUES...

Outerknown’s goal is to reach full circularity by 2030. What does that mean? It means we will design out waste and pollution by making products from regenerative and recycled materials, using safer and cleaner chemistry, and keeping everything going through repair, resale, and recycling. Check out our 2030 Sustainability Strategy and stay tuned for more innovative design solutions.