Major brands collaborate to push hemp denim

AMSTERDAM – In an industry first, major fashion players have joined forces to push hemp from the margins of novelty blends into mainstream denim. Bestseller, C&A, PDS Limited, Reformation and Target will work on the new ‘Beyond50 Denim: Combining Cottonised Hemp and Green Chemistry’ project.

The Fashion for Good led initiative sets out to prove hemp-based jeans can match, or even beat, cotton on hand-feel and performance at hemp contents of 50 per cent and above. This is far beyond the 20 per cent ceiling common in the market today.