Romanian fashion brand No44 has taken a strong step forward for sustainability in fashion, by transforming old jeans into new.
No44 outlines its programme on its website: everyone, customer or not, can send them their pre-loved jeans and get 20 per cent off a new pair of No44s and reward points in their loyalty programme. There are conditions as outlined on its website, including the presence of a shipping address within the EU, UK and Turkey.
Collaborating with Isko denim and its R-Two programme, the old jeans will be recycled into new ones, using a mix of post-consumer and post-industrial waste. It keeps the old jeans out of landfills and aims to close the circle on cotton sustainability.
No44 is a pioneer on the Romanian market, with sustainability at its core. Its jeans are intended to last more than single season, and they aim that a pair is with a customer for years.