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Rag & Bone gets recycling friendly

Rag & Bone is going green. The contemporary brand is partnering with Cotton Incorporated's Blue Jeans Go Green program to launch a denim recycling campaign. The program will rollout at Rag & Bone's specialty stores this Tuesday.

Customers can bring in jeans for donation that will be repurposed. Blue Jeans Go Green program has been committed to sustainability and denim recycling since the organization launched in 2006. The denim that the program collects is recycled into UltraTouch Denim Insulation through Bonded Logic Inc. Some of this this insulation is given to Habitat For Humanity for nationwide rebuilding efforts.

Rag & Bone gets eco-friendly with Blue Jeans Go Green initiative

Rag & Bone will be taking denim donations from all brands, and in exchange customers will receive a 20 percent discount on any full-price jeans. All denim donations are unlimited, but the discount is only good for the day of donation. However, the discount can go towards an unlimited same-day denim jeans purchase.

In a statement, Marcus Wainwright, chief executive officer, 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.”

The denim recycling initiative will at the end of the 2017 year.

Sustainability has been a major discussion in the denim market lately. At the 2017 Kingpins tradeshowin New York City, the majority of vendors interviewed said that the biggest priority for them moving forward is how to make denim more eco-friendly. While some see recycled denim as going against the principle that denim can wear long and well, giving denim a new life can have other practical implications, like Habit for Humanity's rebuilding efforts. This is another way for companies like Rag & Bone to help reduce the carbon footprint, as fashion hasn't been considered the most eco-friendly of industries.

Photo via rag-bone.com.