Luxury denim brand Paige has teamed up with UK initiative Cotton Lives On to promote recycling of pre-owned jeans through a consumer campaign offering discounts and supporting homeless communities with recycled cotton mattresses.
Paige, the Los Angeles-based premium denim brand, marked Earth Day by launching a consumer-oriented campaign aimed at promoting the recycling of pre-owned jeans. The initiative is part of a partnership with Cotton Lives On (CLO), a U.K.-based program dedicated to diverting unwanted cotton textiles from landfills and repurposing them into new products.
This recycling effort resembles the Blue Jeans Go Green program in the U.S., originally developed in 2022 through a collaboration between Cotton Council International and Cotton Incorporated. Paige has been involved in the Blue Jeans Go Green initiative and is now extending similar efforts through the Paige x CLO campaign.
Running through 2025, the Paige x CLO program invites customers to drop off unwanted jeans at designated Paige x CLO collection containers available at the brand’s retail locations in London and Oxfordshire. Participants receive a 20 percent discount on a new denim purchase in exchange for their used jeans. The collected denim will be recycled into cotton insulating material used in mattresses designed for people facing homelessness.
Lindsey Owens, Paige’s director of omnichannel marketing, emphasized the brand’s commitment to sustainability, noting that the partnership with CLO aligns perfectly with their cotton sustainability goals. Owens also highlighted other sustainability practices at Paige, including repurposing leftover denim offcuts as art materials for schools and recycling some materials into insulation and carpet padding.
Andrea Samber, director of consumer marketing brand partnerships for Cotton Incorporated, expressed enthusiasm about Paige joining the U.K. cotton recycling program. Speaking on the occasion of Earth Day, Samber said, “We are thrilled for Paige to join our U.K. cotton recycling program Cotton Lives On. Earth Day is a perfect opportunity to highlight this initiative while encouraging Paige customers to join our efforts of keeping old cotton from landfill by turning their well-worn clothes into comfortable mattresses for those in need.”
So far, Cotton Lives On has collected nearly 8,000 kilograms of cotton in the U.K. and distributed over 100 roll mats made from recycled cotton. Each roll mat contains approximately 6.4 kilograms of unusable cotton—equivalent to about 45 T-shirts—and is provided to people at risk of homelessness as part of an essential product package when they move into a hostel or secure permanent housing.
The recycling program includes participation from other brands and retailers such as Charles Tyrwhitt, Hush, Whistles, Hobbs, Phase Eight, L’Estrange, Anthropologie, Bianca Saunders, Nexvision, and ME+EM, underscoring a broader industry engagement in textile sustainability efforts within the U.K.
Source: Noah Wire Services
