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WEEKDAY launches 100% post-consumer waste jeans

Tom Shearsmith
05 February 2021

H&M Group brand WEEKDAY has introduced a limited-edition version of its Rowe Jeans, using 100% post-consumer waste to make a completely recyclable, breathable cotton like fabric.

In collaboration with Infinited Fiber Company, the material used to make the exclusive jeans consists of 50% organic cotton and 50% Infinna, which comes from 100% reborn textile waste.

Infinted Fiber Company’s technology is unique in the fashion industry - it can turn textile, cardboard and agricultural waste to new a cotton-like material. The ground-breaking process makes it possible to recycle garments again and again without compromising on the quality, creating a true circular fashion economy.

The Infinna-Rowe jeans are now available in Weekday’s online store, with the price the same as for the standard pair of jeans, establishing the need brands desire to democratise sustainable fashion choices.


In 2019, Weekday teamed up with actor and environmental activist Maisie Williams to co-design the first showcase denim outfit fully created from regenerated textile waste.

Anna Norling, Weekday Head of Design, said: "Weekday is taking steps towards fully implementing circular design practices. We’ve previously teamed up with actor Maisie Williams and co-designed a custom two-piece outfit made from Infinna, Infinited Fiber’s revolutionary textile fiber that transforms textile waste into a high quality and sustainable circular alternative to cotton.

"This time around, we wanted to scale up this concept and give a wider audience the chance to choose circular design and created a limited edition of our most popular women’s jeans fit Rowe, using a 50/50 blend of Infinna and organic cotton in a denim weave."

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