In April, Youcom launches its first Pre-Consumer Circular Jeans capsule collection. The new women’s line consists of a jacket, shorts and pants, which will be available to customers both in physical units and in e-commerce. The initiative forms part of Youcom ChangeYoucom’s responsible fashion label, which identifies all the brand’s sustainability actions, in line with the responsible fashion movements and values of Lojas Renner SA
Unlike post-consumer items, which are the result of the transformation of already used products, pre-consumer items have in their composition raw material that is recycled from cutting waste from the manufacture of other items. The products also have low water consumption in the manufacturing and finishing stages, resulting in less environmental impact.
“Our sustainability practices, in particular the circularity in jeans, are a fundamental part of Youcom and have accompanied the brand since 2014, when we launched the project Jeans for Change. In 2021, we implemented the permanent collection of jeans in all our physical stores, which aims to encourage our customers to give a new destination for the jeans they no longer want to use”, explains Youcom director, Claudio Barone .
One of the most significant results ofJeans for Changewas the first post-consumer circular pants in Brazil, launched by Youcom in 2020, and produced from 900 kg of jeans collected in previous years.
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