Weekday launches jeans made from 100 percent post-consumer waste

H&M Group-owned company Weekday has launched a limited-edition couple of its famous Rowe Jeans manufactured from 100 percent post-consumer waste.

Weekday teamed up with Infinited Fibers Enterprise (IFC) to create the denim jeans made from a materials comprising 50 percent organic and natural cotton and 50 percent Infinna, which originates from completely reborn textile waste.

The Infinna-Rowe denims, which are available on Weekday’s web store for the same selling price as the traditional model, could be recycled again found in the same process as well as other textile waste, according to H&M.

“What makes Infinted Fiber Company’s technology specific is that it can move textile, cardboard and agricultural waste materials to new a cotton-like materials,” the Swedish style group said in a good release. “The ground-breaking process can help you recycle garments over and over without compromising on the product quality, thereby creating a genuine circular fashion economy.”

Weekday previously teamed up with IFC in 2019 when it became the first manufacturer to create a garment using Infinna.

“These times, we wanted to scale up this idea and present a wider audience the opportunity to choose circular design and created a restricted edition of our most popular women’s jeans fit Rowe, by using a 50/50 mixture of Infinna and organic and natural cotton in a denim weave,” Weekday head of design Anna Norling said in a release.

It comes just as H&M continues to crank up its investments in circular initiatives. Last week, the retail giant announced the growth of its second-hand manner platform Sellpy to holland and Austria after its start in Germany in the summer.