Denim Deal has announced a strategic partnership with Green Story to accelerate the adoption of post-consumer recycled (PCR) cotton across the global denim supply chain through data-driven and AI-enabled solutions.
As the denim industry shifts from pilot projects to scalable circular systems, Green Story will act as the Denim Deal’s strategic intelligence partner, providing robust data infrastructure for its upcoming annual report scheduled for Q4 2026. The collaboration aims to convert shared circularity goals into measurable, audit-ready outcomes that support commercial decision-making and regulatory preparedness.
Beyond impact measurement, the partnership will address industry-wide challenges related to transparency, data consistency and credible sustainability storytelling. A key area of exploration will be the expanded role of Digital Product Passports, focusing on their potential to enhance consumer engagement, improve value chain visibility and strengthen trust.
To address capacity constraints faced by brands, the collaboration introduces a semi-autonomous circularity solution that combines Green Story’s AI-led platform with expert guidance. This “bolt-on” sustainability model enables brands to assess circularity performance, identify operational gaps and develop credible roadmaps for PCR cotton adoption without building large in-house teams.
By integrating verified, comparable environmental data into Denim Deal collections, the partnership enables brands to communicate recycled material performance with greater transparency and confidence. Together, Denim Deal’s collective value-chain approach and Green Story’s expertise in environmental data and analytics aim to build trust in post-consumer recycled cotton and accelerate its adoption at scale.
