Asos has expanded the pilot across denim jeans, shirts and jackets. © Getty Images/EyeEm
Asos has expanded the pilot across denim jeans, shirts and jackets. © Getty Images/EyeEm

Asos raises recycled denim content to 20%

19 December 2019

Asos has worked with suppliers to increase the amount of recycled denim in its products. 

The “fibre-to-fibre” pilot project increased Asos’ use of recycled denim in its women's and men's jeans from 7% to 20%, according to a review of eight sustainability pilot schemes in the garment sector.

Asos took part in a sourcing pilot between 2015 and 2018 to introduce a mix of pre and post-consumer recycled denim into its supply chain.

The firm aimed to adopt more of a circular economy approach.

Tara Luckman, head of sustainable sourcing at Asos, said: “Asos’ vision for circular fashion is a future where all customers recycle their clothing, and waste is re-used in the supply chain.” 

The pilot reduced water usage by over 26,000 m³, cut carbon emissions by 12 tonnes, saved over 48,000 kilowatts per hour of energy and 3.8 tonnes of waste. 

Asos partnered with industry experts such as The Recycle Movement (REMO) to engage with suppliers, mills, and other sustainable brands to find a supplier of post-consumer recycled fibre.

REMO also provided a QR code for ASOS denim products to show consumers information about the percentage of recycled content included in the item and its resulting environmental savings.

All eight projects were led by charity Waste and Resources Action Programme (WRAP) under the banner of the European Clothing Action Plan (ECAP) between 2015 and 2019. 

Peter Maddox, director at WRAP, said: “This has been a huge amount of work by many partners, in many countries. Through ECAP, retailers and brands have reduced the footprint of garments they sell, workwear and brands have piloted cutting edge fibre-to-fibre schemes increasing recycled content in clothing, and household textile collections have increased.”

ECAP was based on addressing the entire supply chain, including design practices, tackling waste in manufacturers’ production processes, helping retailers source sustainable materials, influencing public procurement of workwear, and reusing recycled materials.

Other pilots included a collaborative platform for designers to promote best practice, a textile waste reduction model for manufacturers, and sustainability action plans for retailers including Primark and Aldi.

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