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COWES - The Ellen MacArthur Foundation says its Jeans Redesign project - to make the denim industry more circular - is bearing fruit with several leading brands launching products made according to its principles.

Leading brands, including Boyish, H&M, Seventy + Mochi, Triarchy and Weekday, have launched jeans based on circular economy principles in recent weeks and several more, including GAP, Reformation, Lee, and Wrangler, are set to launch their own products in the coming months.

The Ellen MacArthur Foundation's Jeans Redesign programme encourages brands to design jeans that last longer, can be easily recycled, and are made in ways that are better for the environment and the health of garment workers.

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