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How Revolve’s Lovers and Friends Brand Turns Old Jeans Into New Ones

A popular source of bodycon dresses, Y2K accessories and festival fashion for millennial and Gen Z, online retailer Revolve reveals a more conscious side in its latest collection.

The retailer’s denim label, Lovers and Friends, recently launched a 14-piece collection of women’s jeans made with Recover’s circular fiber. Jeans in the collection include a minimum of 15 percent Recover recycled cotton fiber made from post-consumer denim.

The collection, retailing for $128-$158, delivers on-trend shapes and washes in sizes 23-32. High-rise slim bootcut jeans, boyfriend fits with orange peel effects, slim straight jeans with a worn-in black wash and psychedelic laser prints are among the highlights. The collection also offers staple pieces like black and indigo skinny jeans available in low and high rises.

“By incorporating Recover’s lowest-impact, highest-quality recycled fiber into the Lovers and Friends denim line we have created a strong collaboration that is helping to bring sustainable fashion closer to the consumer,” said Alfredo Ferre, Recover CEO. “Recover aims to scale its recycled cotton fiber production to help more brands meet their sustainable goals and achieve circular fashion for all.”

Revolve joins a growing list of denim brands using the virgin cotton alternative, including G-Star Raw, Tommy Hilfiger, Wrangler and Primark. In May, Karachi, Pakistan-based mill ADM inked a deal with Recover Textile Systems to scale traceable recycled denim across its production.

In December 2020, the company secured funding from Story3 Capital that will help scale recycled cotton fiber production from 12,000 to 200,000 metric tons per year by 2025.

Lovers and Friends
Lovers and Friends Courtesy

“Revolve has a responsibility to contribute positively to the longevity of our industry and ecosystem, and for us, this process begins at home,” said Michael Mente, Revolve Group co-CEO and cofounder. “We have worked with thousands of brands and suppliers, and Recover is unparalleled in its expertise and long-term focus.”

Revolve reports that it is increasing its engagement with industry consultants and partners to measure and assess its environmental footprint. It is also taking steps to eliminate single-use plastic by introducing poly bags made with recycled materials, introducing box-free return options and recycling all cardboard that comes into its fulfillment centers.

The retailer introduced sustainability badges this year on its website to help consumers find planet-friendly fashion.