Public bodies and textile firms working across Amsterdam and civic authorities have signed an agreement to manufacture denim products more sustainably. Known as the denim deal, the new international collaboration focuses on making post-consumer textile recycling the new standard in the industry and has been signed by 30 parties.

Signatories to this deal include the Amsterdam city, the Amsterdam Economic Board, the Dutch Ministry of Infrastructure and Water Management and the municipalities of Haarlem and the Zaanstad and brands including Mud Jeans, Kings of Indigo, House of Denim and Scotch & Soda. These signatories have committed to meet certain sustainable standards a part of their operations. This includes agreeing to work as quickly as possible towards a standard of using at least 5 per cent recycled textile in all denim garments.

Scotch & Soda, Mud Jeans and Kuyuchi have also pledged to jointly make three million denim garments containing at least 20 per cent recycled textiles. The city of Amsterdam will support this aim by collecting old textiles from residents and ensuring as many people as possible recycle their denim correctly. The deal will run for three years and at the end of each year a report will be compiled to assess all of the activities undertaken and the results.