The Blue Jeans Go Green™ Program Celebrates 20 Years of Turning Old Denim Into A New Purpose

Cotton's landmark denim recycling program marks two decades of impact — more than 6 million pieces of denim collected, over 3,000 tons of textile waste diverted, and 12 million+ square feet of insulation created

CARY, N.C., Nov. 4, 2026 /PRNewswire/ -- An old pair of jeans may feel like a small thing to let go of. But for 20 years, those small actions have added up to something big.

Today, Cotton Incorporated celebrates the 20th anniversary of Cotton's Blue Jeans Go Green™ denim recycling program, a pioneering initiative that has transformed how consumers think about the lifecycle of their jeans. What began in 2006 as a college campus denim drive has grown into a nationwide movement powered by consumers, retailers, schools, and community organizations — collecting more than 6 million pieces of denim, diverting over 3,000 tons of textile waste from landfills, and creating more than 12 million square feet of denim insulation.

"Cotton is a remarkable natural fiber - durable enough to be worn and loved for years, yet versatile enough to take on an entirely new purpose," said William Kimbrell, president and CEO of Cotton Incorporated. "For 20 years, the Blue Jeans Go Green™ program has demonstrated that the value of cotton extends well beyond the life of a favorite pair of jeans. Together with our retail partners and millions of consumers, we've turned that potential into meaningful impact, giving denim a second life while keeping valuable materials out of landfills."

Built Together
More than 100 brands and retailers have participated in the Blue Jeans Go Green™ program, including Madewell (1 million+ pieces collected; first retailer to offer year-round recycling), Carhartt (a 15+ year partner, with 67+ tons diverted), and longtime participant American Eagle Outfitters. Schools and educational organizations have contributed over 350,000 pieces, engaging the next generation through campus drives and design contests.

"Since 2008, our AEO community has helped us surpass one million pairs of jeans recycled and turned into new products such as building insulation and sustainable packaging," said Michelle Tarry, Vice President of Responsible Sourcing and Sustainability at American Eagle Outfitters. "Through our partnership with Cotton Incorporated's Blue Jeans Go Green™ denim recycling program, we invite customers to take action with us and divert denim from landfills. Plus, AEO loyalty members receive $10 off a new pair of jeans when they recycle their old denim in-store."

Why It Matters
More than 11 million tons of textile waste was landfilled in 2018 alone, with just 14.7% of textiles recycled nationally.¹ Yet 81% of consumers say they're interested in clothing recycling,² and the average American owns six pairs of jeans³ — making the Blue Jeans Go Green™ program a simple way to turn a closet clean-out into real impact.

Marking the Milestone: Mt. Denim
To commemorate the anniversary, Cotton Incorporated is hosting an anniversary celebration in New York City alongside retail partners, press, and friends of the brand, unveiling Mt. Denim — a visually striking art installation built from worn denim representing the scale of material the Blue Jeans Go Green™ program has diverted from landfills over two decades. The installation serves as the centerpiece of an evening honoring the partners and the collective impact behind the program's 20-year legacy.

Looking Ahead
Twenty years and more than six million pieces of denim later, the Blue Jeans Go Green™ program continues to demonstrate what's possible when an industry and its consumers come together around a shared purpose. Cotton Incorporated remains focused on building on that momentum — strengthening partnerships, expanding opportunities for denim recycling and finding new ways to extend the value of cotton beyond its first use. The impact of the Blue Jeans Go Green™ program isn't just measured by what has been kept out of landfills, but by what those materials can become — and the possibilities still ahead. To learn more or find a denim recycling location, visit BlueJeansGoGreen.org.

About Cotton Incorporated
Cotton Incorporated is the research and promotion company for Upland cotton. Funded by U.S. cotton growers and importers of Upland cotton-containing products, the not-for-profit organization's mission is to increase the demand for and profitability of cotton. As a resource for the cotton industry, Cotton Incorporated conducts or oversees more than 450 research and educational projects in an average year, ranging from agricultural and textile innovation to commodity and market data analysis. To learn more, follow Cotton | The Fabric of Our Lives on Facebook, LinkedIn, and X or @DiscoverCotton.

About Cotton's Blue Jeans Go Green™ Program
Blue Jeans Go Green™ was created in 2006 by Cotton Incorporated as a call to action to reduce textile waste and turn old denim into something new. The program strives to inspire sustainable living by educating people on cotton's natural lifecycle, engaging consumers and local communities by diverting unwanted denim from landfills — helping close the loop on cotton sustainability and emphasizing the environmental stewardship of the U.S. cotton industry at large. Blue Jeans Go Green™ is a trademark of Cotton Incorporated.

¹EPA National Overview: Facts & Figures on Materials, Wastes, and Recycling
²Cotton Incorporated Lifestyle Monitor™ Survey 2025, n=500
³Cotton Incorporated Lifestyle Monitor™ Survey 2025, n=500–6,000

SOURCE Cotton