Denim Deal, the Dutch project that aims to sensitize the global denim industry operate according to a circular mentality will arrive in The UK.

On March 25, they will hold Denim Deal Days at LaundRE, the London circular denim finishing hub that refinishing new, unsold and used jeans.

The event will bring together mills, brands, NGOs, and recycling innovators for one day of conversations about what textile-to-textile recycling actually takes.

The working day will host a series of sessions involving various key players of the global denim industry. Among them there will be the WRAP NGO and UKFT, the UK Textile and Fashion Association.

Mills exhibiting will include Advance Denim, Bossa, Soorty Enterprises, Iskur Denim, Kipas Textiles, Bhaskar Denim, DEMCO, DNM Denim and Marmara Hemp.

Along with these activities they will host and a live Digital Product Passport demo with Buyerdock-Digital Product Passport.

Aim of the initiative is to encourage the British business jeans and fashion insiders act more fairly and provide the UK denim community its own infrastructure for circularity.

Denim Deal was born in The Netherlands in 2020 and initially involved 28 signatories setting the target to involve industry players produce at least three million pairs of circular jeans that contained at least 20% post-consumer recycled cotton.

“The fashion industry produces 100 billion garments a year. Less than one percent is recycled into new clothing. I’ve spent the last decade building the infrastructure to change that. As executive director of the Denim Deal Foundation, since 2020 I have been leading a coalition that now counts over 100 members including brands, governments, and NGOs committed to making one billion jeans circular by 2030,” explained Nicolas Prophte, an expert fashion industry insider whose past experiences include top manager positions at PVH Corp, Pepe Jeans and LVMH working for Kenzo Menswear.

Denim Deal operates from its Amsterdam headquarters, but it also acting through Germany, the UK, France, and the Netherlands. It involves brands and multiples stakeholders from the industry all over the world.

Among most recent additions, they have been operating in India through a collaboration between GATS and Enviu organization since end of 2025. The France retail giant Kiabi also joined the Denim Deal organisation in December 2025.