Denim brand Paige joins the Cotton Lives On Recycling ProgrammeDenim brand Paige joins the Cotton Lives On Recycling ProgrammeDenim 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.