again&again is a circular fashion brand building 100% upcycled jeans that are more comfortable than cotton ones and designed to never be thrown out. The company, founded in 2019, is bringing "inJEANious sustainability solutions to a timeless industry" by offering an environmentally friendly and wildly comfortable alternative to a closet staple: jeans.
There are two elements of again&again's model that make it truly unique in the men's fashion space. First, again&again uses 100% lyocell fabric that is softer, lighter, and more breathable cotton, making its jeans wildly comfortable and enables them to be upcycled through a clean, chemical recycling process. Second, again&again has built a circular consumption model so that its jeans can be upcycled indefinitely.
Many U.S. denim companies are talking about sustainability right now, but this is the first adaptation of a fully circular model to create 100% upcycled jeans.
Why This Trend Is Growing
- Circular Fashion
- Opportunity for other fashion brands to adopt a circular consumption model to create environmentally friendly and upcycled products.
- Lyocell Fabric
- Potential for textile manufacturers to explore the use of lyocell fabric as a softer, lighter, and more breathable alternative to cotton.
- Sustainable Denim
- Demand for sustainable denim products presents an opportunity for the denim industry to develop innovative and eco-friendly solutions.
Industries Being Reshaped
- Fashion
- Fashion brands can disrupt the market by adopting circular consumption models and creating environmentally friendly products.
- Textile Manufacturing
- Opportunity for textile manufacturers to produce and supply lyocell fabric as a sustainable alternative to cotton.
- Denim
- The denim industry can capitalize on the growing demand for sustainable products by exploring eco-friendly manufacturing processes and materials.
