Denim Deal Partners with Green Story to Use Data and AI for Scaling Post-Consumer Recycled Cotton

The Denim Deal has entered into a strategic collaboration with Green Story to use data and artificial intelligence to support the expansion of post-consumer recycled (POCR) cotton within the global denim value chain.

Under the partnership, Green Story will serve as the strategic intelligence partner for the Denim Deal’s upcoming annual report, planned for release in Q4 2026. The company will provide the data framework required to move circularity initiatives from pilot stages toward scalable, measurable outcomes aligned with commercial and regulatory requirements.

The collaboration will also examine wider industry challenges related to data use, transparency, and communication. A key area of focus will be Digital Product Passports (DPPs), with the partners assessing their potential role in consumer engagement, value chain visibility, and environmental communication.

In addition, the partnership introduces a semi-autonomous circularity package aimed at addressing capacity constraints faced by brands. By combining Green Story’s AI-based platform with expert support, the package is intended to function as a supplementary sustainability capability. This approach is designed to help brands carry out circularity assessments, identify operational gaps, and develop structured roadmaps for adopting post-consumer recycled cotton without building large in-house teams.

Beyond regulatory compliance, the initiative will explore how DPPs can be applied to strengthen business-to-consumer engagement and confidence. Through the integration of comparable environmental performance data into Denim Deal collections, the partnership seeks to improve transparency around recycled materials.

By linking the Denim Deal’s value chain-focused model with Green Story’s data and analytics expertise, the collaboration aims to support wider adoption of post-consumer recycled cotton through standardized measurement and reporting practices.