Anthropologie, a US apparel retailer, has joined hands with Cotton Inc, a non-profit organization working for environmental conservation, to work on its Blue Jeans Go Green denim campaign.

This initiative tries to divert the unwanted denim from piling up in the landfills, by recycling unsalvageable materials into insulation used for various applications and has attracted big brands like the American Eagle and Pacsun and Madewell.

Anthropologie’s Chief Marketing Officer, Elizabeth Preis, said that they were extremely happy to be working along with Cotton Blue Jeans Go Green programme which helps in extending the lifecycle of
jeans by collecting unwanted denim from its customers and recycling it to create something new.