Tommy Hilfiger partners with Ellen Macarthur Foundation for first circular denim collection
Guided by the Ellen MacArthur Foundation’s Jeans Redesign project, the seven garments were produced with durability, material health, recyclability, and traceability in mind.
The new garments were created by rethinking the design of the jeans according to circular principles including using detachable buttons, the replacement of metal rivets with bar tacks, the removal of all metal zippers, removal of the leather patch and use of 100% organic fabric.
To increase durability of the products, each piece features wash and care instructions on the pockets, along with advice on how to repair, donate or recycle the product after use.
Martijn Hagman, CEO, Tommy Hilfiger Global, said: “Sustainability has become a driving force for our brand and our business. As a leading fashion brand, we have a responsibility to drive the transition to a circular economy and we are proud to work alongside the Ellen MacArthur Foundation to achieve this.
"This shift requires a full rethink of the fashion value chain, and these pieces are a testament to the skill, expertise and dedication of both teams as we continue to push the boundaries in both design and manufacturing. This is just one step on our path to creating fully circular products.”
Francois Souchet, Make Fashion Circular Lead, Ellen MacArthur Foundation, added: “As a denim industry leader, and one of the first brands to sign up to Jeans Redesign, Tommy Hilfiger is demonstrating how we can all work together to redesign fashion’s future.”
Crafted in-line with the company's 2019 pledge to the Ellen MacArthur Foundation Jeans Redesign project, the denim range will be available online and in select stores beginning 3 March 3 2021.
Tommy Hilfiger is also driving transformative change in the denim industry, producing more than two million pieces of lower impact denim, which is finished through a process that uses less water and energy than traditional processes, and becoming the first major company in the denim market to use 100% recycled cotton on a mass scale.