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.

With eight billion pairs of jeans produced each year, denim contributes significantly to global textile waste

To challenge this waste stream, James Cropper, known for its groundbreaking fibre expertise, developed Rydal Apparel. Rydal Apparel is 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 cotton paper is also globally recyclable, giving the fibre not only a second life, but also a potential third and fourth.

The change is being made to coincide with the launch of Untouched World’s new store in Auckland, New Zealand in early November.

Untouched World has chosen Rydal Apparel, to replace the traditional swing tags on its new recycled denim tote bags

A sustainable lifestyle brand with a desire to make a positive impact in the world, Untouched World also chose James Cropper due to the paper company’s goal to be operationally net zero by 2030 and to reduce carbon through its entire supply chain to net zero by 2050, despite operating in an energy intensive industry.

Kate Gilpin

Product Manager, Luxury Packaging, at James Cropper

Lucinda LeHeron

Creative Director at Untouched World

“ We’re always on the lookout for brands who share our vision of a more sustainable future and knew we’d met a likeminded partner in Untouched World.

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. ”

Kate Gilpin

Product Manager, Luxury Packaging, at James Cropper

“ 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. ”

Lucinda LeHeron

Creative Director at Untouched World

Our ultimate goal is to create a sustainable closed-loop system that diverts textile waste from landfills and incineration, contributing to a circular economy.

Creating a circular economy

This technology is the latest of James Cropper’s initiatives to transform post-consumer waste. From Cupcycling, the world’s first technology to upcycle used coffee cups, to Rydal, the industry leading incorporation of used jeans into fully recyclable paper to a pilot project exploring the extraction of cotton fibres from used hotel bedsheets – transforming waste into beautiful paper is at the core of James Cropper’s commitment to sustainability.

Turning preloved denim into premium paper for luxury packaging