James Cropper has announced the launch of premium garment tags made from recycled coffee cups for the New Zealand lifestyle brand Untouched World.
With eight billion pairs of jeans produced each year, denim contributes significantly to global textile waste. According to the World Economic Forum, 73% of worn clothing is incinerated or sent to landfill when discarded. Only 12% is recycled for insulation or mattresses, and less than 1% is used to make new products.
James Cropper’s new tags are 100% recycled, being comprised of 20% post-consumer denim fibre and 80% recycled fibre from sources such as coffee cups. As a cellulose-based product, the company says that its cotton paper is also globally recyclable, giving the fibre not only a second life, but also a potential third and fourth.
Untouched World has chosen Rydal Apparel, to replace the traditional swing tags on its new recycled denim tote bags. The change is being made to coincide with the launch of Untouched World’s new store in Auckland, New Zealand in November.
Kate Gilpin, Product Manager, Luxury Packaging, at James Cropper says: “Innovations such as Rydal Apparel provide a real opportunity for the fashion industry to embrace a circular economy. Brands like Untouched World are highlighting what’s possible and how a simple shift, like replacing paper or plastic tags with recycled fibre tags, can make a world of difference to our planet.”
Lucinda LeHeron, Creative Director at Untouched World, said “We use time-honoured practices and luxurious natural materials to break away from the fast fashion model. Every detail of our garments’ life cycle and each step in our supply chain is carefully considered.
“We know that small details can make a big difference, so when it came to selecting swing tag card for our circular accessories range, we were drawn to the innovative approach of James Cropper - a fantastic example of the circularity culture we’re embracing, diverting waste from landfills and transforming it into paper.”
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