IKEA and MUD's partnership will use over 16,000 recycled jeans: two for each cover, which is 40% of the material needed and also equates to the number of jeans the average European owns but no longer wears. The remaining 60% is sustainably produced cotton. According to IKEA, each cover saves nearly 27,000 liters of water and has a 67% lower CO2 footprint compared to industry standards. As explained in a project video, the partnership also helped MUD Jeans scale up its production, allowing it to manufacture recycled denim at a lower cost.
KLIPPAN denim covers will be available in IKEA stores in the Netherlands and eight other countries starting May 2021, in both a light and a dark wash and retailing for EUR 99. If customers donate two pairs of old jeans at their IKEA store, they'll get 10% off and the jeans will be recycled.
Which brand can you partner with to move towards a more circular way of doing business?
Related: Upcycling everything from water bottles to barley straw, brands seek paths to circularity.