DÜSSELDORF – C&A has launched what could arguably claim to be the world’s most sustainable jeans. The leading European clothing retailer’s new line are Cradle to Cradle Certified at the Gold level. Designed in partnership with Fashion for Good, the jeans were made with completely sustainable materials.
The Cradle to Cradle Gold Level assesses garments in areas such as human and environmental health, recyclability or biodegradability, energy and water requirements and social fairness.
The jeans will be launched alongside the world’s first ‘Guide on Developing Cradle to Cradle Certified denim’, with lessons learned by C&A, which will be published along with the jeans’ product launch on Fashion for Good’s website. This open source guide will make information on how to develop circular jeans freely available and help other organisations comply with the Cradle to Cradle Certified Product Program requirements.
“Designing the most sustainable jeans was a challenge where teams worked diligently for more than a year,” said Jeffrey Hogue, C&A’s global chief sustainability officer. “It required a close partnership between C&A and Fashion for Good with various suppliers, the Cradle to Cradle assessors MBDC and Eco Intelligent Growth (EIG) led by William McDonough, and the Cradle to Cradle Products Innovation Institute. All material properties had to be carefully assessed and tested in line with the rigorous Cradle to Cradle Certified product standards.”
“We are extremely pleased with the result,” said Hogue. “All of the components have been successfully optimized to make sure that only non-toxic materials are used. During the process, only renewable energy and high social standards were applied, leading to a product that is designed for its next life.”
“The collaborative, forward-thinking approach taken by C&A in being the first retailer to create jeans that meet Cradle to Cradle Certified at the Gold level, one of the highest levels of Cradle to Cradle certification, represents another significant milestone in the shift towards truly sustainable fashion,” said Lewis Perkins, president of the Cradle to Cradle Products Innovation Institute. “C&A’s decision to provide open access to the source guide for this product is an equally significant contribution to the future of sustainable fashion and the growth of the circular economy.”