Fashion for Good, in collaboration with BESTSELLER, C&A, Reformation, PDS Limited, and Target, has launched the Beyond50 Denim project. The initiative aims to accelerate hemp’s role as a sustainable alternative to conventional cotton in denim production.
The project combines two pioneering solutions: SEFF’s Nano-Pulse™ cottonised hemp fibres and FIBRE52™’s proprietary chemistry. Together, they enable denim with higher hemp content while maintaining softness, strength, and consumer appeal.
Why Hemp in Denim Matters
The global denim market is set to exceed USD 115 billion by 2029. Yet, its growth remains tied to conventional cotton, which requires high water use, pesticide inputs, and carries significant environmental costs.
Hemp, by contrast, grows with fewer resources, enriches soil health, and offers a climate-resilient alternative. However, adoption has remained low, as most denim today contains less than 20% hemp. Challenges around softness, handfeel, and aesthetics have slowed broader integration.
Collaborative Innovation
To address these barriers, Fashion for Good launched Beyond50 Denim with innovators SEFF and FIBRE52™, and manufacturers Bossa (Turkey) and Nice Denim (Bangladesh).
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SEFF’s Nano-Pulse™ technology turns raw hemp into refined, cotton-like fibres that are easier to spin and weave.
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FIBRE52™’s chemistry solutions give cellulosic fabrics a soft handfeel without compromising performance.
This combination allows hemp blends in denim to move beyond 20%, targeting 50% and higher, while matching the durability and comfort of cotton.
Voices from the Project
“Our goal at Reformation is to drive innovative solutions that can transform fashion. Beyond50 Denim gives us the chance to validate hemp and green chemistry, helping open doors to a sustainable future for denim,” said Carrie Freiman Parry, Senior Director of Sustainability at Reformation.
“Hemp’s limited adoption shows how entrenched practices block innovation,” added Katrin Ley, Managing Director, Fashion for Good. “With Beyond50 Denim, we demonstrate that combining fibre technology with green chemistry is key to breaking barriers and scaling sustainable change.”
A New Benchmark for Sustainable Denim
By validating hemp blends above 50% without sacrificing style or performance, the project shows that hemp can be a mainstream solution. It strengthens sustainability in denim production and reduces reliance on resource-intensive cotton.
Fashion for Good and its partners aim to demonstrate that denim can be stylish, durable, and significantly more sustainable when built on innovation and collaboration.
