Veronica Beard launches recycling denim campaign as it joins Cotton Lives On

Premium American womenswear brand Veronica Beard has joined the Cotton Lives On recycling programme and launched a consumer-facing UK campaign encouraging the recycling of pre-loved denim.

Veronica Beard is now encouraging its customers to bring their pre-loved denim items for recycling through Cotton Lives On via its London stores, located at 27 Bruton Street in Mayfair and 2 Symons Street, just off Sloane Square, in Chelsea.

The unwanted jeans will then be turned into the recycled cotton insulating material used in mattresses for people at risk of homelessness through the Cotton Lives On recycling programme.

Up until Tuesday 12 August, participating customers dropping off jeans at either of the brand’s London stores will be able to claim 20% off new Veronica Beard jeans as a thank you.

Allison Aston, SVP of Community and Charitable Giving for Veronica Beard, said: "Veronica Beard is committed to making a meaningful impact - on the environment and in each of our communities.

"We are honoured to be working with the Cotton Lives On recycling programme on a UK focused campaign, transforming pre-loved denim into quality mattresses for people at risk of homelessness."

Andrea Samber, Director of Brand Partnerships for Cotton Incorporated, added: "Veronica Beard is an exciting addition to the growing list of premium fashion brands joining our UK cotton recycling programme, Cotton Lives On.

"The consumer-facing denim campaign we are running with Veronica Beard is a valuable opportunity to engage consumers and divert more cotton from landfill."

Veronica Beard joins a growing collective of UK fashion brands and retailers already participating in the Cotton Lives On recycling programme, including ME+EM, Paige, Charles Tyrwhitt, Hush, Whistles, Hobbs, Phase Eight, L’Estrange, Anthropologie and Bianca Saunders.