blue-jeans-recycleCotton Incorporated kicked off the 10th anniversary of the Blue Jeans Go Green™ denim recycling program with a VIP reception hosted by fashion and beauty influencer Olivia Culpo in New York City’s fashionable SoHo neighborhood on November 17th.  The celebration served as the opening of the “Blue Jeans Go Green™ Recycling Program Gallery” that merges the worlds of art and style with recycling.

VIP guests, including Jamie Chung, featured artists Jeremy Penn and Baron von Fancy, Access Hollywood’s Scott Evans, The Band Perry’s Neil Perry, actor Eric West, and many more, enjoyed DJ sets from Isaac Loves Jenny as they learned more about the seed to style to structure of the Blue Jeans Go Green™ program. Olivia Culpo, dressed in a fashion-forward cotton top by Zimmerman paired with Mother Denim, mingled with party guests and was seen taking photos with influencer Jamie Chung, who was wearing a head-to-toe denim and cotton look from Madewell. Both Olivia and Jamie Chung contributed denim for recycling through the Blue Jeans Go Green™ program.  

By recycling worn denim into UltraTouch™ Denim Insulation, the Blue Jeans Go Green™ program keeps textile waste out of landfills and helps with building efforts around the country. Bringing to life the essence, social responsibility and civic-mindedness of the program, the Blue Jeans Go Green™ Recycling Program Gallery features custom artwork by New York City artists Curtis Kulig, Baron von Fancy and Jeremy Penn inspired by the Blue Jeans Go Green™ program. An ode to pinned and patched denim jackets, Curtis Kulig took what is typically a personal canvas for self-expression and translated it into a literal canvas emblazoned with his notable “Love Me” manifesto.  Baron von Fancy’s original catchphrase, “Once Is Never Enough,” was written on cotton paper and created to encourage denim recycling.  Jeremy Penn took cues from legendary “organic architect” Frank Lloyd Wright and painted one of his most iconic pieces, “Falling Water,” on cotton denim to embody the upcycling component of the Blue Jeans Go Green™ program.

“For the past 10 years, the Blue Jeans Go Green™ program has been helping to close the loop on cotton sustainability, showing how the plant goes from seed to style to structure,” said Andrea Samber, co-director, Strategic Alliances at Cotton Incorporated. “We are so thankful for our many partners who have become integral to the program and believe in its success as much as we do.”

Beginning on Monday, November 21 and running until Wednesday, December 21, the artwork will be auctioned off in exchange for denim currency on

The Blue Jeans Go Green™ program is a call to action to collect denim from across the U.S. to divert it from landfills. After the denim is collected, it is returned to its natural cotton fiber state and then upcycled into UltraTouch™ Denim Insulation with the help of Bonded Logic Inc.  Finally, a portion of the insulation is distributed to building organizations such as Habitat for Humanity to help communities in need, and through a grant program; awarding insulation to environmentally-friendly, community-based buildings.  Since being founded in 2006, retailers, colleges, organizations and individuals across America have recycled over one million pieces of denim and diverted nearly 700 tons of textile waste from landfills along the way.



  1. Like the top she is wearing. It looks to be pj~inspired.

    Seems people are devoting a lot of time to this cause.

  2. I LOVE both outfits.
    The “cause” however is not being served by making denim into insulation.
    We finally got borates out of our mattresses. Now the denim industry is pretending to go green by giving denim to Bonded Logic. Ultratouch insulation is drenched in borates, which are a health risk when you drill into or open the wall. The borates are registered pesticides and animal tested. The insulation is hard to install properly enough to pass quality of insulation inspection. Once it passes it quickly compresses and gaps. There is nothing green about stuffing your walls with denim. If you have a pair of used jeans you don’t want anymore bring them to good will, because someone will want them or make a bag out of them. If you want to green up the denim industry, start with organic cotton because non-organic cotton is incredibly damaging to the environment. If you don’t mix the organic cotton with synthetic fibers, the cotton will biodegrade at the end of its usable time.

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