- In April 2024, H&M Group announced the relaunch of Cheap Monday, set for the end of summer 2024. Originally launched in 2004, the brand returned with a bold focus on individuality and youth culture, spotlighting distressed denim and the comeback of skinny jeans. The new line included expressive, affordable styles available at weekday.com and select retailers. The revival helped H&M Group tap into the Gen Z market and expand its portfolio with a rebellious, fashion-forward denim brand that promotes self-expression
- In January 2022 , UNIQLO CO., LTD. launched its Denim 2.0 initiative to reduce the environmental impact of denim production. The company introduced BlueCycle jeans, which used 99% less water than traditional finishing methods. This innovation was developed at UNIQLO’s Jeans Innovation Centre in Los Angeles. The initiative reimagined classic jeans using sustainable methods. It helped the company lower its environmental footprint while maintaining product quality
- In September 2024, C&A introduced innovative recycled denim flooring in its Vienna and Madrid stores as part of a sustainable retail design initiative. The flooring was made from denim off-cuts sourced from C&A’s FIT factory in Germany and developed in collaboration with Swiss company LICO. Each square meter used around one kilogram of recycled denim, paired with other eco-friendly materials. This project helped reduce textile waste, promoted responsible sourcing, and enhanced the store experience. Through this initiative, C&A strengthened its sustainability efforts and brand image while engaging customers in its environmental mission
- In April 2023, Blackhorse Lane Ateliers officially launched the U.K.’s first sustainable Denim Wash Lab in partnership with the University of the Arts London. The project began in 2020 but was delayed due to the pandemic. The lab was created to fill the gap in denim washing and finishing expertise within the U.K. It became a resource for students, start-ups, and brands to explore eco-friendly denim techniques. This initiative supported knowledge-sharing and reduced environmental impact in denim production
