Denim brand Paige joins the Cotton Lives On Recycling Programme

Denim brand Paige joins the Cotton Lives On Recycling Programme

The Cotton Lives On™ programme announces the participation of denim brands PAIGE, with a consumer-facing campaign encouraging the recycling of pre-loved jeans. Launching on Earth Day, and running throughout Earth Month and beyond, the PAIGE X CLO initiative in the UK will be introduced through PAIGE’s retail stores in Duke of York Square, Chelsea London and Bicester Village in Oxfordshire.

Continuing throughout 2025, PAIGE X CLO invites consumers to turn their unwanted jeans into recycled cotton insulating material used in mattresses for people at risk of homelessness through the Cotton Lives On™ recycling programme. Branded PAIGE X CLO bins will be featured in-store, encouraging consumers to rethink the end-of-life for their cherished cotton-rich products.

“We are thrilled for PAIGE to join our UK cotton recycling programme, Cotton Lives On™” said Andrea Samber, Director, Consumer Marketing Brand Partnerships, Cotton Incorporated. “Earth Day is a perfect opportunity to highlight this initiative while encouraging PAIGE customers to join our efforts of keeping old cotton from landfill by turning their well-worn clothes into comfortable mattresses for those in need.”

“The Cotton Lives On™ initiative is a perfect platform to highlight our commitment to cotton sustainability,” said Lindsey Owens, Director, Omni Channel Marketing, PAIGE.