The Swiss standard in physical traceability, Haelixa, has joined as a signatory of the Denim Deal, the international collaboration committed to driving circularity in denim production.

A community of more than 50 private and public sector companies, the Denim Deal aims to close the loop and achieve change in the value chain in the production of denim.

Based in Amsterdam, its brand and manufacturing members pledge to work towards using 5% recycled post-consumer cotton in all future denim collections and produce 3 million denim jeans made with 20% recycled post-consumer cotton.

Haelixa has been welcomed to the fold for its ‘trustworthy traceability solution’. Its offering marks and traces fibres from source to retail to substantiate claims of recycled post-consumer cotton use by testing the final garments to validate that the marked waste is present.

The Denim Deal is led by Roosmarie Ruigrok, a denim expert who has been working to improve sustainability in textiles for more than two decades.

“A circular supply chain in the textile industry is like a well-prepared machine – it ensures that every part of the production process runs smoothly, from sourcing post-consumer materials to delivering well-made finished products to customers,” she said.

“It not only drives efficiency and profitability but also builds trust among stakeholders and fosters sustainable practices – we welcome Haelixa who offers a trust-worthy traceability solution.”

Traceability has been earmarked as a cornerstone to authenticating claims of recycled content in product and Haelixa’s involvement in the Denim Deal will be fundamental to its success.

It takes 8,000 litres of water to produce one pair of jeans while the total emissions from the textile industry worldwide are more than all emissions from international air and sea transport together. Currently just a fraction of all discarded garments is reused to make new products. The Denim Deal brings together brands including Scotch & Soda, MUD Jeans, and Kuyichi to develop new means of reducing that impact.

“We are committed to promoting the use of recycled fibres through traceability and thrilled to align with this group,” said Holly Berger, Haelixa’s marketing director. “The goals of the Denim Deal support our vision for a circular economy.”