Cotton Incorporated celebrates the 20th anniversary of Cotton’s Blue Jeans Go Green™ denim recycling program, a pioneering initiative that has transformed how consumers think about the lifecycle of their jeans. What began in 2006 as a college campus denim drive has grown into a nationwide movement powered by consumers, retailers, schools, and community organizations 鈥� collecting more than 6 million pieces of denim, diverting over 3,000 tons of textile waste from landfills, and creating more than 12 million square feet of denim insulation.听
鈥淐otton is a remarkable natural fiber – durable enough to be worn and loved for years, yet versatile enough to take on an entirely new purpose,鈥� said William Kimbrell, president and CEO of Cotton Incorporated. 鈥淔or 20 years, the Blue Jeans Go Green™ program has demonstrated that the value of cotton extends well beyond the life of a favorite pair of jeans. Together with our retail partners and millions of consumers, we’ve turned that potential into meaningful impact, giving denim a second life while keeping valuable materials out of landfills.鈥�听
Built Together听
More than 100 brands and retailers have participated in the Blue Jeans Go Green™ program, including Madewell (1 million+ pieces collected; first retailer to offer year-round recycling), Carhartt (a 15+ year partner, with 67+ tons diverted), and longtime participant American Eagle Outfitters. Schools and educational organizations have contributed over 350,000 pieces, engaging the next generation through campus drives and design contests.听
“Since 2008, our AEO community has helped us surpass one million pairs of jeans recycled and turned into new products such as building insulation and sustainable packaging,” said Michelle Tarry, Vice President of Responsible Sourcing and Sustainability at American Eagle Outfitters. “Through our partnership with Cotton Incorporated鈥檚 Blue Jeans Go Green™ denim recycling program, we invite customers to take action with us and divert denim from landfills. Plus, AEO loyalty members receive $10 off a new pair of jeans when they recycle their old denim in-store.”听
Why It Matters听
More than 11 million tons of textile waste was landfilled in 2018 alone, with just 14.7% of textiles recycled nationally.1 Yet 81% of consumers say they’re interested in clothing recycling,2 and the average American owns six pairs of jeans3 鈥� making the Blue Jeans Go Green™ program a simple way to turn a closet clean-out into real impact.听
Marking the Milestone: Mt. Denim听
To commemorate the anniversary, Cotton Incorporated is hosting an anniversary celebration in New York City alongside retail partners, press, and friends of the brand, unveiling Mt. Denim 鈥� a visually striking art installation built from worn denim representing the scale of material the Blue Jeans Go Green™ program has diverted from landfills over two decades. The installation serves as the centerpiece of an evening honoring the partners and the collective impact behind the program’s 20-year legacy.听
Looking Ahead听
Twenty years and more than six million pieces of denim later, the Blue Jeans Go Green™ program continues to demonstrate what’s possible when an industry and its consumers come together around a shared purpose. Cotton Incorporated remains focused on building on that momentum 鈥� strengthening partnerships, expanding opportunities for denim recycling and finding new ways to extend the value of cotton beyond its first use. The impact of the Blue Jeans Go Green™ program isn’t just measured by what has been kept out of landfills, but by what those materials can become 鈥� and the possibilities still ahead.