James Cropper, the global market leader in advanced materials and paper products, today announced the launch of premium garment tags made from recycled denim and coffee cups, for partners, New Zealand lifestyle brand, Untouched World.
With eight billion pairs of jeans produced each year, denim contributes significantly to global textile waste. According to the World Economic Forum, 73% of worn clothing is incinerated or sent to landfill when discarded. Only 12% is recycled for insulation or mattresses, and less than 1% is used to make new products.
To challenge this waste stream, James Cropper, known for its groundbreaking fibre expertise, developed Rydal Apparel. Rydal Apparel is 100% recycled, being comprised of 20% post-consumer denim fibre and 80% recycled fibre from sources such as coffee cups. As a cellulose based product, the cotton paper is also globally recyclable, giving the fibre not only a second life, but also a potential third and fourth.
As part of its commitment to the circular economy, Untouched World has chosen Rydal Apparel, to replace the traditional swing tags on its new recycled denim tote bags. The change is being made to coincide with the launch of Untouched World’s new store in Auckland, New Zealand in November.
A sustainable lifestyle brand with a desire to make a positive impact in the world, Untouched World also chose James Cropper due to the paper company’s goal to be operationally net zero by 2030 and to reduce carbon through its entire supply chain to net zero by 2050, despite operating in an energy intensive industry.
Kate Gilpin, Product Manager, Luxury Packaging, at James Cropper said, “We’re always on the lookout for brands who share our vision of a more sustainable future and knew we’d met a likeminded partner in Untouched World.
“Innovations such as Rydal Apparel provide a real opportunity for the fashion industry to embrace a circular economy. Brands like Untouched World are highlighting what’s possible and how a simple shift, like replacing paper or plastic tags with recycled fibre tags, can make a world of difference to our planet.”
Lucinda LeHeron, Creative Director at Untouched World, said “We use time-honoured practices and luxurious natural materials to break away from the fast fashion model. Every detail of our garments' life cycle and each step in our supply chain is carefully considered.
“We know that small details can make a big difference, so when it came to selecting swing tag card for our circular accessories range, we were drawn to the innovative approach of James Cropper - a fantastic example of the circularity culture we're embracing, diverting waste from landfills and transforming it into paper."
James Cropper’s ultimate goal is to create a sustainable closed-loop system that diverts textile waste from landfills and incineration, contributing to a circular economy.
This technology is the latest of James Cropper’s initiatives to transform post-consumer waste. From Cupcycling, the world’s first technology to upcycle used coffee cups, to Rydal, the industry leading incorporation of used jeans into fully recyclable paper to a pilot project exploring the extraction of cotton fibres from used hotel bedsheets - transforming waste into beautiful paper is at the core of James Cropper’s commitment to sustainability.
For more information, visit: www.jamescropper.com/businesses/james-cropper-paper.