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CARY, N.C., Nov. 4, 2026: An old pair of jeans may feel like a small thing to let go of. Over two decades, Cotton Incorporated’s Blue Jeans Go Green program has shown how much those small acts can add up to.

Today the company celebrated the program’s 20th anniversary. It began in 2006 as a college campus denim drive and has since grown into a nationwide effort carried by consumers, retailers, schools and community organizations. In that time, more than 6 million pieces of denim have been collected, over 3,000 tons of textile waste have been kept out of landfills, and more than 12 million square feet of denim insulation have been created from the donated jeans.

A program built together

More than 100 brands and retailers have taken part. Madewell has collected over a million pieces and was the first retailer to offer year-round recycling. Carhartt, a partner for more than 15 years, has diverted over 67 tons. American Eagle Outfitters says its customers have recycled more than a million pairs since 2008, and the retailer gives loyalty members $10 off a new pair of jeans when they bring in old denim.

Schools have played a part too. Campus drives and design contests have brought in more than 350,000 pieces and introduced a younger generation to the idea that clothing has a life after the closet.

“For 20 years, the Blue Jeans Go Green program has demonstrated that the value of cotton extends well beyond the life of a favorite pair of jeans,” said William Kimbrell, president and CEO of Cotton Incorporated.

The problem it answers

The need is real. More than 11 million tons of textile waste went to US landfills in 2018 alone, while only 14.7% of textiles were recycled, according to EPA figures cited by the company. Yet interest is there: 81% of consumers say they want to recycle clothing, and the average American owns six pairs of jeans. For many households, the program offers an easy way to turn a closet clean-out into something useful.

A milestone in New York

To mark the anniversary, Cotton Incorporated is hosting an evening in New York City with retail partners, press and friends of the brand. The centerpiece is Mt. Denim, an art installation built from worn denim that shows the scale of material the program has kept from landfills over 20 years.

What comes next

The company did not announce numerical targets for the years ahead. It said it plans to build on current momentum by strengthening partnerships, creating more opportunities to recycle denim, and finding new ways to extend the value of cotton beyond its first use. As the company puts it, the program’s impact is measured not only by what has been diverted, but by what those materials can become.

Anyone wanting to donate jeans can find a drop-off location at BlueJeansGoGreen.org.