Circular Nettle Jeans
Winner
Excellence in Business to Consumer
Fashion
Details
With the ‘CIRCULAR NETTLE JEANS’, we have developed a new type of trousers that are both a sustainable innovation in terms of material and a completely recyclable process. We use a blend of highly sustainable nettle fibre combined with recycled cotton from previously worn (post-consumer) trousers. All ingredients are designed with circularity in mind: Buttons can be unscrewed for recycling. All other ingredients are completely biodegradable: through the MAC take-back system ‘MAC JEANS FOR LIFE’, we create a process in which used trousers are returned to the cycle.
The Jury‘s Statement
The fashion industry faces the challenge of finding ways to minimize resource consumption, waste, and environmental impact—particularly in the production of denim products. The »Circular Nettle Jeans« makes a remarkable contribution in this area by combining innovative materials such as nettle fibers and recycled cotton, while aligning all components consistently with circularity. Complemented by a well-designed take-back system that actively involves consumers in the recycling process, this product sets an inspiring example for sustainable fashion. Through its holistic approach, which convincingly integrates material innovation, durability, and recyclability, this solution demonstrates how responsible design and functionality can work together effectively to address future challenges.
