There must be something in the air I swear. Last week, I talked with G-Star RAW Global Brand Director Shubhankar Ray extensively about sustainability in denim and how the brand is using recycled denim in many of their best sellers (see Catching Up With G-Star RAW's Global Brand Director Shubhankar Ray). I commented that I hope other brands continue to be socially responsible and look here…
Cotton Incorporated (DenimHunt parent company) has been facilitating a recycled denim initiative for years where used denim is collected and recycled into insulation for Habitat for Humanity. Now with a new name, Blue Jeans Go Green, and in it's 7th year, Cotton has just announced that it aims to collect their one millionth pair of jeans (wowza!) with "The Great Denim Challenge".
"The Great Denim Challenge" is a celebrity auction where denim is the currency. Fourteen celebrities, including Hayden Panettiere, Heidi Klum, Adriana Lima, Britney Spears, Ryan Phillippe, and Darren Criss have each contributed a pair of jeans that are autographed and paired with a thank you note. To get a pair of their jeans all you have to do is commit the highest number of your own jeans for recycle. So for example, if someone bids 8 pairs of their old jeans on Britney Spears' jeans, but you bid 12 pairs of your own…you win! It's that simple. And come on…you're not even bidding money! Just jeans you were never going to wear anymore anyway. This is the best celebrity auction ever! And it's for a good cause. The air is really sweet up there.
The auction kicks off today at www.BlueJeansGoGreen.org and ends on November 3rd. Start emptying out those drawers.