The Denim Deal has announced a strategic collaboration with sustainability data and analytics company Green Story aimed at dramatically accelerating the use of post-consumer recycled (PCR) cotton throughout the global denim value chain.
Under the partnership, Green Story will become a strategic intelligence partner for the Denim Deal’s forthcoming annual report, set for publication in Q4 2026, providing the data foundation needed to shift circularity efforts from pilot projects to scalable, commercially viable implementation.
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Using verified environmental impact data, advanced analytics, and AI-driven insights, the collaboration will help brands quantify the performance of recycled materials, benchmark results, and produce audit-ready sustainability metrics that are meaningful to stakeholders. This focus on robust data aims to strengthen confidence in recycled cotton claims and support sourcing decisions as sustainability reporting requirements tighten globally.
A key feature of the initiative is the exploration of Digital Product Passports (DPPs) — digital tools that can improve transparency, traceability, and consumer engagement by providing verified sustainability information throughout a garment’s lifecycle.
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In addition, the partnership introduces a semi-autonomous circularity support package that combines Green Story’s AI-first platform with embedded expert support. This “bolt-on” sustainability solution enables brands to conduct circularity assessments, identify operational gaps, and design roadmaps toward PCR cotton adoption without the need for large internal sustainability teams.
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By combining the Denim Deal’s collaborative, value chain-driven approach with Green Story’s environmental data expertise, the partnership seeks to build deeper trust in recycled cotton solutions and accelerate their adoption at scale — helping the denim industry make measurable progress toward a more transparent and circular future.
