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Replay Introduces Regenerated Cotton Into Its Sustainable Mix

Denim brands are stepping up to the challenge to create a circular economy.

Italian denim brand Replay released this month a men’s and women’s denim range made entirely from either recycled, recovered or repurposed materials.

The new Hyperflex Re-Used collection is described as the brand’s most sustainable yet. The stretch jeans are comprised of recycled polyester derived from plastic bottles and recovered cotton waste fibers from other spinning processes at Replay, meaning nothing at the brand goes to waste.

In this new production cycle, Replay says it is creating regenerated CCS-certified cotton. The company estimates that 10 percent of virgin cotton fibers are lost in an ordinary spinning process.

For men, the Hyperflex Re-Used collection offers 11.5 oz. straight-fit jeans in deep indigo, overdyed black slim-fit and skinny jeans. The women’s line includes a skinny fit and a super-high-rise skinny fit available in indigo, black, and medium and dark gray. The jeans retail for 150 euros, or approximately $175.

The collection builds on Replay’s other sustainable efforts such as the Hyperflex Bio, a range of its bestselling stretch jeans made with organic cotton, recycled fabric and recycled PET bottles.

Fall 2020, in general, is proving to be a breakthrough season for jeans made with circularity in mind. Fashion newcomer Nu-in introduced its 100% Recycled Denim collection, made with a combination of pre- and post-consumer cotton waste that comes from production cut-offs and discarded clothes.

Boyish, H&M and Triarchy released their first collections based on Ellen MacArthur’s Jeans Redesign guidelines, an industry-wide effort to put circular jeans on the market. Meanwhile, Monki bowed a color-blocked capsule collection made with upcycled denim.