Introducing the Denim Deal in Latin America
Laura Vicaria is founder of circular fashion consulting company called Rethink Fashion.
Through her work Laura supports textile value chain partners to reach their circularity goals. In her capacity as program manager of the Denim Deal she will be introducing the initiative and its mission.

The Denim Deal is a public-private collaboration composed of key value chain partners with one key mission: close the loop in denim by normalizing and increasing the use of PCR cotton in its products.

Origin: The Denim Deal 1.0 was a Dutch-based initiative that ran from 2020-2023. It was hugely successful as it surpassed its target of 3 million pieces made with at least 20% post-consumer cotton. Since the initiative concluded the objective is to continue the legacy of this initiative at a global scale.

Denim Deal 2.0 aims to develop regional hubs and have the global objective of creating one billion denim pieces containing at least 20% post-consumer cotton. The development of this vision is currently in action, with the team recruiting members and identifying funding for the long-term progress of the initiative. With a global approach, we strive to rewrite the rules of denim and make them circular.

Members: collectors, sorters, recyclers, spinners, weavers, manufacturers, brands, retailers, NGOs, government representatives etc.

Value: key value chain members are uniquely united to optimize the reverse supply chain needed to use post-consumer cotton at scale in denim.
The Denim Deal is not only a space where advancements, knowledge, and innovation in the use of recycled cotton will be catalyzed, created, and shared. But will also be a collaborative space to build knowledge, get advice, and create a united voice.

Beyond the PCR: the Denim Deal 2.0, through its work on recycled cotton also aims to tackle topics related to EPR, quality, recycled cotton branding, traceability, and impact measurement and more.