The brand debuted its first collection designed in line with the Ellen MacArthur Foundation’s Jeans Redesign project guidelines established in 2019 to improve garment durability, material health, recyclability and traceability based on circular economy principles.
The Re/Done x The Jeans Redesign collection spans three ’70s-inspired silhouettes, including an ultra-high-rise wide-leg jean, a cropped high-rise stove pipe jean and a high-rise creased bootcut jean. All jeans are made of responsibly sourced 100 percent organic cotton, recycled hardware, and bio-based patches, and include a hangtag with a QR code that provides consumers with a full traceability report documenting the lifecycle of each product. Items are shipped using recycled, oxo-biodegradable poly bags.
Since launch, Jeans Redesign has garnered support from brands, manufacturers, mills, recyclers and academics, and in July, it was reported that more than half a million pairs of circular jeans have entered the market as a result of the initiative.
“The Jeans Redesign demonstrates that by working together products can be created that are used more, made to be made again, and made from safe and recycled or renewable inputs,” said Laura Balmond, Make Fashion Circular lead at the Ellen MacArthur Foundation.
Re/Done’s business model is inherently sustainable, as the brand was launched in 2014 under the premise of “taking the old and making it new again.” It sources pieces from heritage brands such as Levi’s, Hanes and Bass, and works with Turkish denim manufacturer Denim Village to reimagine them in a sustainable way. The manufacturer uses laser and e-flow technologies for energy- and water-saving washes, and uses a three-stage purification system to reduce water waste. Since launch, Re/Done reports that it has diverted more than 231,000 garments from landfills. It also recently expanded into the home category to keep vintage goods like tabletops, decorative sculptures and lamps in use for longer.
“Sustainability has always been at the core of what we do, and a commitment we endlessly strive to advance,” said Sean Barron, Re/Done founder and CEO. “With the Ellen MacArthur Foundation’s guidance, we are ensuring that no Re/Done x The Jeans Redesign jean ends up in a landfill in the first place. We are proud to uphold The Jeans Redesign standards and continue pushing industry boundaries with circular fashion.”
The collection is now available at Re/Done retail stores, select stockists and online at www.shopredone.com and shopredone.eu.