For spring 2020 sustainability plays a key role for Tommy Jeans. The jeans brand that’s part of Tommy Hilfiger's vast fashion offer is launching a collection including innovative and environmentally friendly jeans.
As part of a new direction, the brand wants to focus always more on sustainability. For this reason it is offering jeans made with a special denim obtained from 100% recycled pre-consumer cotton waste from the apparel and bed sheet industry.
"The innovative part of the fabrics we are using for this capsule consists in their mechanical recycling process and spinning process. This way we can achieve 100% cotton recycled fiber for the first time in the history without using any blend fiber, while keeping the same mechanical properties as a virgin cotton fabric," says Nicolas Prophte, vice-president of Global Denim Center Excellence PVH Corp.
Part of this collection are pieces made in part with rigid denim and in part with a comfort stretch fabric made with a special Roica recycled elastane fiber.
More characteristics make these pieces especially innovative and eco-friendly while keeping their jeans DNA intact. For instance, their stichings are made with a thread obtained from recycling PET plastic bottles. Canvas patches are made with 100% recycled polyester and buttons and rivets are obtained from recycled metal trimmings.
The collection is also low-impact as treated by using laser-finishing techniques that drastically reduce the amount of water, chemicals and energy traditionally required.
Also sales results seem to be encouraging. "This special capsule made with 100% cotton recycled is representing 16% of our total denim sales for the spring 2020 season for Tommy Jeans," continues Prophte, pointing out some positive results registered right after the capsule's launch.