German denim brand Mustang has teamed with Texaid, a 44-year-old Swiss-based organization that spearheads the professional collection, sorting and recycling of used textiles.
The newly launched partnership is an in-store collection program gathering used clothing in more than 70 standalone Mustang stores across Germany, Austria, Belgium, Switzerland, Czech Republic, France, Hungary, the Netherlands and Poland.
“Today’s linear system of ‘take-make-waste’ needs to change. New textiles are produced used and discarded instead of putting them to a second use. The production of new textiles requires natural resources that are limited, and the current system has a significant negative impact on our planet,” Texaid said. “The transition to a circular system, where garments are kept in use for longer, is an opportunity to harness untapped potential around customer loyalty, economic growth and ecological sustainability.”
Once collected at the stores, the garments will be directly sorted for their next incarnation—be it as wearable items or goods for recycling. Contributors will receive a redeemable voucher for their donations.
The new alliance with Mustang is Texaid’s latest venture with European monobrand retailers for onsite collection. In 2020 it started a similar partnership with Swiss sports- and underwear brand Odlo in about 30 of its doors as well as one with German clothing label Eterna in 50 of its shops.
In all, Texaid says it processes more than 280 million items, or approximately 80,000 tons, of end-of-use textiles and shoes throughout Europe and the USA each year.
The cooperation also marks Mustang’s latest step toward becoming more sustainable. With cotton currently accounting for almost 90 percent of the fibers it employs, it currently uses 80 percent of sustainably sourced cotton and has set the goal of using 100 percent by 2023. In addition, by 2025 it aims to replace more than half of its synthetic fibers with sustainable synthetic fibers including regenerated cellulose fibers such as lyocell or viscose, and/or recycled synthetic fibers.
Mustang, which began producing jeans in 1948, currently offers four denim-centric collections per year and has a licensed portfolio of shoes, socks, bags, belts, leather jackets and bodywear. It relaunched its brand identity earlier this year with a new logo and sustainable corporate and product strategy.