# Comfortable Upcycled Jeans again&again Jeans can be Upcycled into Brand New Jeans By Katie Ross | Published 2020-05-06 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/upcycled-jeans References: [instagram](https://www.instagram.com/againandagain.apparel/) & [againandagainapparel](https://againandagainapparel.com/) 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](https://www.trendhunter.com/trends/imogene-willie). 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](https://www.trendhunter.com/trends/everpuff) 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. ## Trend Insights (Trend Hunter) - Score: 2.4/10 - Popularity: 12% | Activity: 51% | Freshness: 9% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Fashion for Men](https://www.trendhunter.com/fashionformen) ## Key Themes ### 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. ## Related on Trend Hunter - [Circular Children's Denim](https://www.trendhunter.com/trends/zara-1.md) - [Circular Non-Shrink Apparel](https://www.trendhunter.com/trends/john-lewis-3.md) - [Sustainable Denim Brand Collabs](https://www.trendhunter.com/trends/amber-valletta-x-triarchy.md) - [Eco-Conscious Denim Collections](https://www.trendhunter.com/trends/mango-jeans.md) - [Sustainable Stonewashed Denim](https://www.trendhunter.com/trends/guess-airwash.md) - [Eco-Minded Denim Capsules](https://www.trendhunter.com/trends/bayeas.md) - [Organic Cotton Denim Capsules](https://www.trendhunter.com/trends/icon-denim-la.md) - [Size-Inclusive Organic Jeans](https://www.trendhunter.com/trends/sizeinclusive-organic-jeans.md) - [Recycled Carbon-Made Jackets](https://www.trendhunter.com/trends/lululemon-3.md)