In a move that could reshape denim’s global sustainability journey, Denim Deal has launched its India Hub in partnership with the Global Alliance for Textile Sustainability (GATS) and global venture builder Enviu.

The collaboration is designed to scale the use of post-consumer recycled (PCR) cotton in denim manufacturing, tapping into India’s position as both a denim powerhouse and a market with a vast textile waste stream.

The launch follows a memorandum of understanding signed between the partners earlier this year and marks the first major expansion of the Denim Deal beyond Europe. In its original setting, the initiative created a common platform for brands, mills, and recyclers to commit to measurable recycled content goals.

The India Hub builds on that foundation, seeking to align global expertise with local infrastructure under the Denim Deal Certified Recycled Fiber framework.

For India, the opportunity is both urgent and unique. Despite being one of the largest producers of denim garments, the country’s recycling ecosystem remains fragmented. By offering standards, operational pathways, and brand engagement under a unified umbrella, the hub aims to turn waste into a reliable feedstock for international markets.

Denim Deal will act as the knowledge bridge, while GATS will serve as the operational lead with its network of collectors, sorters, recyclers, and manufacturers. Enviu will run pilot projects, measure impact, and help shape scalable business models.

“India offers a unique opportunity to lead the way in fashion circularity, with its large market, advanced recycling technology and strong denim industry,” said Nicolas Prophte, Board Member, Denim Deal.

Parvinder Singh, Founder of GATS, noted that members across India are already recovering and processing textile waste, and the hub provides the structure needed to scale those efforts into trusted, certified recycled materials.

Enviu’s Regional Program Manager, Devansh Peshin, highlighted that making post-consumer waste viable requires both demand activation and greater alignment across the value chain, and the Denim Deal provides that missing bridge.

The India Hub will give brands access to verified recycled fibres and impact-tracking tools, while recyclers and mills gain certification pathways and entry to premium markets. Retailers and manufacturers will be able to participate in pilots, develop capsule collections and set up take-back programmes.

Technology providers in traceability, digital IDs and lifecycle assessments will also have the chance to integrate with the hub, creating an end-to-end framework for transparency.

The first wave of activity includes a joint awareness campaign, a learning session on PCR cotton for Indian supply chain actors, and an open call for pilot projects involving brands and suppliers. An annual report on progress and impact will be released in mid-2026, with the hope that India can set a global benchmark for denim circularity and inspire other countries to follow.