Launched in 2006, Madewell focuses on premium denim and sustainable sourcing. Through its long-standing participation in Cotton’s Blue Jeans Go Green™ program, the brand has collected and recycled more than two million pairs of jeans via its take-back initiative.

The collaboration marks a technical step forward. RE&UP’s recycling technology enables post-consumer garments to be processed into Next-Gen Cotton and Polyester fibres suitable for high-quality denim applications.

Processing post-consumer denim remains complex due to material blends and prior use. RE&UP addresses this with a feedstock-agnostic process capable of handling polycotton blends and converting them into raw material for new production.

The recycled fibres are supplied to ISKO, where they are processed into Global Recycled Standard (GRS) certified fabrics designed to meet performance requirements such as stretch, strength and comfort.

The collection launches on Wednesday, April 8 and will be available via Madewell’s online store.

"Closing the loop on post-consumer denim requires industrial precision," said Marco Lucietti, Head of Global Marketing & Communications of RE&UP. "Our collaboration with Madewell and ISKO demonstrates that we can deconstruct complex, worn garments and re-integrate them into the supply chain as high-quality Next-Gen Cotton and Polyester. This is a blueprint for how brands can utilize their own take-back streams to create a repeatable, closed-loop production cycle."