UK-based papermaking company James Cropper has partnered with New Zealand lifestyle brand Untouched World to introduce sustainable garment tags made from recycled denim and coffee cups.
This move aims to address the waste generated by the global production of denim, which sees only a small fraction being recycled into new products.
James Cropper’s Rydal Apparel is 100% recycled, combining 20% post-consumer denim fibre with 80% recycled fibre from sources such as coffee cups.
As a cellulose-based product, cotton paper is recyclable worldwide, allowing the fibre to be recycled almost indefinitely, stated James Cropper.
Untouched World, aligning with its circular economy goals, has chosen Rydal Apparel for the replacement of the traditional swing tags on its new recycled denim tote bags.
The switch coincides with the opening of its new store in Auckland, New Zealand.
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Untouched World creative director Lucinda LeHeron said: “We use time-honoured practices and luxurious natural materials to break away from the fast fashion model. Every detail of our garments’ life cycle and each step in our supply chain is carefully considered.
“We know that small details can make a big difference, so when it came to selecting swing tag card for our circular accessories range, we were drawn to the innovative approach of James Cropper – a fantastic example of the circularity culture we’re embracing, diverting waste from landfills and transforming it into paper.”
James Cropper aims to be operationally net zero by 2030 and to cut down carbon across its supply chain to net zero by 2050.
Among its initiatives to transform post-consumer waste include Cupcycling, claimed to be the first technology to upcycle used coffee cups, and a pilot project to extract cotton fibres from used hotel bedsheets.
James Cropper luxury packaging product manager Kate Gilpin said: “Innovations such as Rydal Apparel provide a real opportunity for the fashion industry to embrace a circular economy.
“Brands like Untouched World are highlighting what’s possible and how a simple shift, like replacing paper or plastic tags with recycled fibre tags, can make a world of difference to our planet.”
In September this year, James Cropper announced that it developed a technology that converts polycotton waste into quality paper.
