Fashion brands and organizations roll out Earth Day initiatives – Sourcing Journal


Earth Day on April 22 has become an opportunity for brands and organizations to educate consumers about the science behind their sustainable products. It’s also an opportunity to amplify how consumers can help promote circularity and make responsible purchases.

Cotton Incorporated’s Blue Jeans Go Green denim recycling program has announced that it has collected over 4.2 million pieces of denim and is continuing its mission to reduce textile waste by asking consumers to take action for the same cause.

The program, which has been collecting unwanted cotton denim since 2006 so it can be recycled back to its original fiber state or turned into insulation material for buildings, pet bed inserts and other products, will launch the “Every Piece Pledge” on Friday. The initiative asks buyers to pledge to recycle every pair of jeans at the end of their life cycle.

“Knowing that we are making a difference together to reduce textile waste by recycling authentic denim is truly rewarding,” said Andrea Samber, Director of Brand Partnerships at Cotton Incorporated. “Cotton’s Every Piece Pledge is designed to inspire shoppers to continue this commitment to recycling every pair of jeans at the end of their life cycle.

The Blue Jeans Go Green denim recycling program transforms old pieces of cotton denim into creative new products, including insulation materials for construction efforts, pet bed inserts and thermal insulation used in packaging sustainable food or pharmaceuticals.

Madewell looks beyond denim to come full circle. On Earth Day, the retailer will expand Madewell Forever, its ThredUp-powered resale platform, to include second-hand sweaters, tops, jackets, dresses, denim skirts and shorts, and bags. The program launched last year with jeans.

To celebrate the expansion, Madewell is launching a campaign featuring style and sustainability-focused TikTokers, @soulfulseeds and @fynnominno.

In line with Edited’s prediction for more Earth Day 2022 donation programs, Uniqlo is taking action to inspire consumers to shop smarter with a positive bonus for people and planet.

The retailer launched the “Buy With Purpose” social contribution program on the Uniqlo app on Wednesday. Through the program, app buyers will be able to redeem points earned by purchasing sustainable Uniqlo products like its Blue Cycle Denim jeans and Dry-EX activewear.

Points will be converted into direct charitable contributions for Uniqlo’s philanthropic partners. Buy With Purpose users can choose between donations to the UN refugee agency, UNHCR, Street Soccer, Charity: Water and others.

Meanwhile, Old Navy is making it easier for consumers to identify sustainable products. The retailer’s new Going Greener boutique serves as a one-stop shop for its signature sustainable styles, including water-saving jeans, recycled polyester swimwear and plant-based flip flops.

The curated online store is the result of Old Navy’s approach to its environmental goals, including manufacturing 100% of its jeans with water-saving techniques by the end of the year. The brand is there at 96%. Other goals include having 100% of its cotton be Better Cotton, certified grown in the United States and recycled by the end of 2022 and having 60% of its polyester come from recycled sources by 2025.


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