RE&UP Recycling Technologies has partnered with Madewell and ISKO to introduce a textile-to-textile recycled denim capsule, advancing the transition towards a closed-loop textile economy.
The collaboration converts approximately 20,000 pairs of post-consumer jeans into high-quality recycled feedstock, showcasing a scalable and commercially viable circular solution for premium denim manufacturing.
Driving Circularity in Denim
This initiative highlights the growing shift within the denim sector towards circular production models. By repurposing used garments into new fibres, the partnership demonstrates how waste can be reintegrated into the supply chain without compromising on quality or performance.
Founded in 2006, Madewell has established itself as a premium denim brand with a strong focus on sustainability. Through its long-standing denim trade-in programme, including participation in Cotton’s Blue Jeans Go Green™ initiative, the brand has collected and recycled over two million pairs of jeans, giving pre-worn garments a renewed lifecycle.
Advanced Recycling Meets Performance
At the core of this collaboration is RE&UP’s proprietary recycling technology, which enables the breakdown of complex post-consumer denim into Next-Gen Cotton and Polyester fibres. These fibres are engineered to meet the durability, comfort, and aesthetic standards required in premium denim.
Handling post-consumer denim presents unique challenges due to varied fabric blends and wear conditions. RE&UP addresses this through a feedstock-agnostic process capable of managing diverse polycotton compositions, effectively transforming them into a versatile “raw canvas” for new production.
The recycled fibres are then supplied to ISKO, where they are developed into Global Recycled Standard (GRS) certified fabrics. These materials retain essential qualities such as stretch, strength, and comfort, aligning with modern consumer expectations.
From Waste to Wearable Innovation
The resulting denim capsule launched on April 8 and is available via Madewell’s online platform. This initiative not only highlights technological advancements in recycling but also underscores the commercial feasibility of closed-loop systems in fashion.
A Blueprint for the Future
“Closing the loop on post-consumer denim requires industrial precision,” said Marco Lucietti, Head of Global Marketing&Communications of RE&UP. “Our collaboration with Madewell and ISKO demonstrates that we can deconstruct complex, worn garments and re-integrate them into the supply chain as high-quality Next-Gen Cotton and Polyester. This is a blueprint for how brands can utilize their own take-back streams to create a repeatable, closed-loop production cycle.”
Conclusion
This collaboration between RE&UP, Madewell, and ISKO represents a significant step forward in textile recycling innovation. By proving that post-consumer denim can be effectively transformed into premium-quality materials, the project sets a new benchmark for circularity in the global fashion industry.
