During the denim drive, J.Crew and Madewell customers are encouraged to bring their pairs of old jeans to a participating store to receive $20 toward a new pair of jeans. The collected jeans are then recycled into UltraTouch Denim Insulation as part of the Blue Jeans Go Green project.
J.Crew will continue to host the program until Dec. 31, 2014, while Madewell will host until Jan. 31, 2015. The retailers have been participating in the drive since August, with 269 participating J.Crew stores and 74 Madewell stores. Originally, the program was intended to run just through the fall.
The Blue Jeans Go Green program began in 2006 to help benefit local communities across America. More than one million denim pieces have been collected to date. The insulation created by the jeans has been distributed to organizations like Habitat for Humanity and used to build houses. Roughly 250,000-square-feet of insulation is distributed each year, while the project has diverted more than 600 tons of waste from landfills since its birth.
Co-director of strategic alliances at Cotton Incorporated, Andrea Samber, said, “Customers should feel great about participating in the denim drive—they will be helping the environment and their communities while supporting their favorite stores.”