Lands’ End Follows Up First Recover Drop With Bigger Denim Collection
Lands’ End is growing its use of Recover, the high-quality recycled cotton made from textile waste. The brand will follow up the women’s jeans collection launched in May with a new range for fall and holiday of men’s and women’s styles.
The stretch jeans are made with 20 percent Recover recycled cotton, 2 percent cotton, 27 percent polyester and one percent spandex. Recover fiber is considered low impact because of how much less carbon and water are used in producing the new garments it goes into.
The partnership demonstrates how textile waste can be integrated back into the system to create a more sustainable production model. Lands’ End promotes Recover’s sustainability qualities on the company website, noting how “just 20 percent of Recover recycled cotton fiber to make just one pair of jeans” will save the equivalent of 23 showers’ worth of water or one year of drinking water.
The men’s and women’s denim collections are both dyed with liquid indigo that also requires less dyestuff than traditional processes, Lands’ End said.
Kym Maas, senior vice president of product and merchandising at Lands’ End, noted how the new products reinforce the brand’s commitment to the environment and the principle of sustainability.
“Lands’ End is committed to helping better our environment and minimize our impact on the earth with help from partners such as Recover,” she said.
The men’s assortment includes four fits: straight, traditional, traditional with a comfort waist and slim. The jeans are available in several washes and retail for $79.95-$84.95.
Recover adds heft to Lands’ End’s campaign to minimize its environmental footprint. By 2024, the brand aims to transition to using only 100 percent recycled polyester, and cotton from sustainable sources, in addition to relying on only 100 percent sustainable packaging and labeling.
Recover is also used in fabric production by Spain’s Evlox, Bangladesh’s Beximco and Pakistan’s ADM. Other brands and retailers to launch Recover product lines include C&A, Primark, DL1961 and Tillys.
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